Generali has been announced as an Official Partner of the European Athletics Championships Berlin 2018.
The global insurance company will be the presenting partner of the arena – the GENERALI ARENA - at the European Mile.
Giovanni Liverani, Chief Executive Officer of Generali Germany, said: “I’m really excited about this partnership with European Athletics and BEM 2018 and the fact that Generali is part of this unique sports event in the capital of Germany. We want to offer a unique experience to all athletes and sports enthusiasts. At the GENERALI ARENA we also present our initiative ‚The Human Safety Net’, that supports disadvantaged people worldwide.”
Svein Arne Hansen, President of European Athletics, said: “It is fantastic to welcome Generali as our latest Official Partner for the 2018 European Athletics Championships. The GENERALI ARENA and the European Mile will be a focal point of these championships as we celebrate our athletes as they receive their medals and enjoy the special atmosphere and entertainment at the Breitscheidplatz.
'We thank Generali for their support of our main event – part of the first multi-sport European Championships – that is being hosted in the world-class sporting and cultural city of Berlin.'
Generali has been announced as an Official Partner of the European Athletics Championships. https://t.co/N9Fhzv7cLw pic.twitter.com/hInWJcEifD
— European Athletics (@EuroAthletics) August 3, 2018
A key innovation at this year’s European Athletics Championships is the European Mile at the Breitscheidplatz in the City-West area of Berlin, with the medal ceremonies taking place there.
Performances with custom-composed fanfares, national anthems sung a cappella and 3,000 visitors in the GENERALI ARENA at the Breitscheidplatz will create a very special atmosphere that we have never experienced before. The daily programme on the European Mile stage will be led by the renowned presenters Verena Wriedt and Matthias Killing.
The European Athletics Championships will also build a bridge between sports and entertainment. The special highlight of the daily programme in the Breitscheidplatz is the daily Golden Hour.
Starting at 22:00 CET, well-known TV presenter Cherno Jobatey will provide top entertainment. Highlights of the Golden Hour will be the 38 victory ceremonies in the heart of the capital.
The core marketing rights for Generali include a strong focus on the 2018 European Athletics Championships running events (marathon), LED advertising television exposure, VIP tickets, and fan promotional activities at official venues.
The new partner Generali is the second-largest primary insurance group on the German market. In 2017, the company launched its sponsoring strategy 'Generali moves Germany'. Generali is a sponsor of national marathon top events, including title partner of GENERALI BERLIN HALF MARATHON and GENERALI MUNICH MARATHON, as well as running events in Cologne, Frankfurt and Hamburg.
Together with brand ambassador Angelique Kerber, the insurance group aims to motivate customers to live health-conscious lives.