It doesn’t get much more Canadian than grassroots hockey – so that seems a pretty good place to provide team sponsorship and connect with an insurance audience.
That, anyway, was the stance of Hamilton, Ontario’s Dan Lawrie Insurance Brokers (DLIB), which yesterday announced its official sponsorship partnership of OHL team, the Hamilton Bulldogs.
Dennis Harrington, director of marketing and communications at DLIB, said the sponsorship just made sense for the brokerage.
“They’re the local team,” he said. “The Bulldogs have been a mainstay in Hamilton, and that’s where our company is based out of. We have a 35-year history here and the Bulldogs are a big part of the city and a big part of the entertainment here, the city identity.
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“And we want to support something we’re truly passionate about. It’s not that we’re not passionate about football and the [local CFL team] the Ticats [Tiger-Cats], but hockey is still the thing for our president and CEO, they’re both involved in hockey.”
The Bulldogs are a junior ice hockey team in the Ontario Hockey League. Until 2015 the city hosted an AHL feeder team for the Montreal Canadiens, also under the Bulldogs name, but a series of city and franchise shuffles changed the format and Hamilton has since had a new team in a different league, albeit with the same name.
In a practical sense, knowing what the team means to the city, Harrington said the sponsorship partnership would help out both parties.
“The partnership allows you to have a great demographic reach, in terms of advertising and marketing,” he explained. “Sports in general has always been well-received… and being able to partner with a local sports team [helps our] brand image. Plus, we’re able to support the local team.
“It’s our mission to help them grow and expand their reach because, of course, the better that they do with their fans, that in turn help their partners, which includes us.”
DLIB signage, including street marquees and signs throughout the venue, will now adorn the stadium, and the brokerage will also be offering giveaways during the season.
DLIB president Bob Lawrie added: “As a Hamilton-based company, we’re very proud to partner with the Hamilton Bulldogs, another strong local organization. Both organizations are dedicated to community involvement and excellence. Our shared values make this a logical partnership.”
DLIB specializes in all areas of personal and corporate property and casualty insurance, employee benefits, financial services, and group retirement products.
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