Earlier this year, Arbella Insurance Group announced its official partnership with The New England Revolution for the 2024 and 2025 Major League Soccer seasons. With revenues exceeding $1 billion, this is an impressive target for an insurer. Talking to Business insuranceGayle O’Connell (pictured), Executive Vice President, Chief Marketing Officer at Arbella, said the partnership reflects the sports-mad community in which they live.

“We have worked with the New England Revolution for some time on community marketing programs, and the Revs are truly a community sports organization,” she said. “We live in a sports-rich community, and the New England Revolution is very focused on giving back.”

“Arbella’s relationship with the Chiefs began 15 years ago when we co-sponsored Special Olympics Massachusetts’ annual Bowl for a Goal event. “The reason I fell in love with the Revs is because every player on the team attends the event,” O’Connell said. “The players get to play with my athletes.” Special Olympics, really demonstrating the importance of inclusion. Fifteen years later, the support and camaraderie of the team still continues, which is truly amazing.

Support the Arbella community

With 1,100 employees in Massachusetts and Connecticut, Arbella and its network of more than 450 independent agents values ​​and supports numerous community-focused programs.

“One of our most important core values ​​is caring for our employees, agents and customers. Giving back to our communities is ingrained in our DNA,” O’Connell explained. “In fact, the Arbella Charitable Foundation has donated over $43 million to our local communities since its inception in 2005. Our foundation is recognized every year As a leading enterprise by the Boston Business Journal. We also do a lot for homelessness and food insecurity – as well as for neurodiversity and social justice issues.

“We talk about our core values ​​in our annual reports, and they are posted in all our buildings. Our employees know that we put people first,” she added.

Measuring and managing the success of marketing initiatives is also important to O’Connell and her team — although it can be difficult.

“It is difficult to measure the success of marketing campaigns unless they are tied to digital or social efforts where you can measure site visits or clicks,” she said. Business insurance. “A lot of times, it’s about brand awareness and aligning ourselves with the organizations giving back.”

Football Charity Links

But why football? Well, the choice was very intentional for Arbella – not least because of the inclusivity and diversity of fans that the sport truly admires.

“Football in general reaches a very diverse group,” she explained. “Fans reach all age groups, genders and socio-economic backgrounds. There are 3.5 billion soccer fans worldwide and it is the number one sport in the world. It has been slowly growing in the United States, but we are hopeful that with Argentine soccer legend Lionel Messi joining the team Inter Miami, will be of interest to potential fans.

Looking to the future, O’Connell said they are excited about some of the programs the team has planned, particularly the Revolution-sponsored nights.

“They are holding a concussion awareness night – with helpful tips on how to protect yourself while playing sports,” she said. Business insurance. “They also have a Neurodiversity Night, which is very educational from an inclusion perspective. We applaud the team who are using their popularity to support these programs and help create real change.”

“There is such a synergy between Arbella and Pastor. We are very excited about our partnership.”