Allianz’s Olympic Sponsorship: Empowering Youth Through Sport Participation
The Covid-19 pandemic brought about a shift in the way people viewed physical activity, with many turning to running and cycling as a means of staying active during lockdowns. While elite sports leagues quickly resumed to honor commercial obligations, grassroots and youth sports suffered significant disruptions due to the closure of sports clubs and fitness centers by governments.
The impact of these disruptions was particularly felt among young people, leading to a decline in sports participation even after restrictions were lifted. In Germany, a study by insurance giant Allianz revealed that 66% of children aged 5 to 15 and 51% of young people aged 16 to 24 were less active in sports as a result of the pandemic.
Recognizing this concerning trend, Allianz decided to leverage its global sponsorship of the Olympic Games to address the issue. In collaboration with the International Olympic Committee (IOC), the company conducted a study that informed the development of the MoveNow program. This initiative aimed to increase access to sports for young people to improve their health, well-being, and employability.
The study, which involved surveys of 5,000 youngsters aged 12 to 24 and 2,000 parents across ten countries, highlighted the benefits of sports participation while revealing that current levels of engagement were insufficient. Less than 20% of young people reported being physically active for five or more hours per week, indicating a need to encourage more youth to get involved in sports.
Eike Bürgel, the global head of Allianz’s Olympic and Paralympic program, emphasized the importance of addressing the drop in sports participation among teenagers and kids. He noted the positive impact of sports on stress levels and overall development, underscoring the significance of getting young people back into sports.
Barriers to Sports Participation and Solutions
The Allianz MoveNow survey not only identified current participation levels but also highlighted barriers preventing young people from engaging in sports. The study revealed that the cost of living, exacerbated by global issues like Covid-19, was a significant factor for 37% of respondents who played less sport.
To address these challenges, Allianz invested in a range of in-person and digital activities under the MoveNow banner. These initiatives were designed to encourage young people to be active in the lead-up to the Paris 2024 Olympic and Paralympic Games. One such activity was the MoveNow camp, co-hosted with Allianz partner Bayern Munich, where young athletes from ten countries participated in professional training sessions across various disciplines.
At the local level, Allianz partnered with the UK’s Youth Sport Trust to organize MoveNow festivals throughout 2024, giving secondary school children the opportunity to try Olympic and Paralympic sports. These events aimed to make sports accessible to as many children as possible and promote active lifestyles.
In the Asia Pacific region, Allianz collaborated with the Halogen Foundation and the Singapore Disability Council to launch the MoveNow mentoring program. This initiative supported youths and young athletes with disabilities in Singapore as they transitioned from academic to work life.
Digital initiatives, such as the MoveNow training series developed with the International Paralympic Committee, aimed to provide resources and motivation for young people with disabilities to engage in sports. By offering videos, training plans, and tips, Allianz sought to empower youngsters to embrace physical activity and stay fit.
Social Media Engagement and Financial Literacy
Allianz also utilized social media platforms to promote sports participation among young people. Through partnerships with influencers, the company launched MoveNow TikTok challenges ahead of the Paris 2024 Games, generating millions of views and engaging a wide audience.
Furthermore, the MoveNow program incorporated initiatives to enhance financial literacy and prepare young people for their future. By providing resources and opportunities for financial education, Allianz aimed to empower youth to make informed decisions about their financial well-being and career paths.
Allianz’s Commitment to Social Sustainability
In its sustainability efforts, Allianz allocated financial support of €500,000 per year to the MoveNow program through its Social Impact Fund (SIF). This funding supported 18 social projects in 2023, impacting 5,000 young people annually through local initiatives.
Eike Bürgel emphasized Allianz’s dedication to social sustainability, highlighting the company’s belief in investing in society for the future. By supporting initiatives like MoveNow, Allianz aimed to fulfill its purpose of securing the future and making a positive impact on people’s lives.
Allianz’s Sport for Good Initiatives
Beyond the MoveNow program, Allianz has undertaken various initiatives to leverage its involvement in sports for social good. One such initiative is the Squared Ball campaign, which addresses financial challenges faced by female professional soccer players. Despite the growth of women’s soccer, many players still encounter financial uncertainty, hindering their ability to pursue sports careers.
Through the Squared Ball campaign, Allianz aims to raise awareness of these financial obstacles and provide support for female players. By sharing players’ stories and offering financial resources, the initiative seeks to empower women in sports and inspire the next generation of athletes.
Looking Ahead: Allianz’s Commitment to Sport for Good
Allianz’s engagement in sport for good initiatives reflects its long-standing commitment to making a positive impact on society. By partnering with the Olympic and Paralympic movements, the company aims to promote values of health, well-being, and social development through sports.
Eike Bürgel emphasized the alignment of Allianz’s mission with the goals of the Olympics, emphasizing the shared values and commitment to creating a better world through sports. Through initiatives like MoveNow and the Squared Ball campaign, Allianz continues to drive positive change and empower young people to lead active, fulfilling lives through sports participation.
