Game

It's not just the winners who make a name for themselves.

Whatever you think of the team and its players, it's hard not to admire Manchester United's success at making itself a global brand. Now AIG's £56.5m sponsorship deal with the club will mean that the insurance company's brand is in front of countless millions of people all over the world every week.

In the ultra-competitive world of insurance - just as in sport - it can be quite small differences that deliver competitive advantage. Negotiating this deal was seen as a major coup in the industry but it's not the only high-profile insurance tie up. Allianz sponsors the BMW Oracle racing team in the America's Cup sailing competition, as well as Formula 1 motor racing and the Ryder Cup in golf. Aviva sponsored Dee Caffari in her successful assault on the non-stop solo round-the-world sailing record and its subsidiary Norwich Union has been a long-standing supporter of the UK Athletics team.

Marketing and profile-raising are about understanding the dynamics of the market and building relationships that support the values and vision of your brand. They are also about spotting opportunities and having the courage to go for it.