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The partnership will include standard sponsorship elements of television and radio commercials, an interactive Web program, a computer mouse giveaway for Pistons fans, and in-arena programming. The agreement also includes an additional charitable component. Esurance will contribute $5 for every assist the Pistons record this year to the Bikes for Kids program from Variety Children’s Charity. Further financial details of the agreement were undisclosed.
“Esurance is quickly making a name for themselves with their commitment to simplifying the tedium of shopping for, buying and managing auto insurance, something we can all relate to in the Motor City,” said Tom Wilson, president and CEO of Palace Sports & Entertainment. “Erin, Esurance’s animated pink-haired pop icon, represents the forward-thinking use of technology that is the Esurance brand. Erin was also the inspiration for this relationship.”
It was Ken Keaser, the Detroit Pistons corporate marketing director who thought there was synergy between the two companies but did not have a contact at Esurance. Keaser searched the Esurance Web site and found only an email address for Erin. Taking a chance that it might be a way in, Keaser emailed Erin, introducing himself and the Pistons. A few weeks later, Keaser got a response.
“I really didn’t know what to expect and felt somewhat silly emailing an animated character,” Keaser said. “But Esurance’s brand team monitors the email address and responded. Quite an auspicious beginning.”
To date, the Pistons have recorded 1,312 assists in 61 games (21.5 apg). Esurance has agreed to record their contributions from the beginning of the season so that $6,560 is already designated to Bike for Kids. Last season, the Pistons finished with 3,322 assists during the regular season.
Gary Tolman, president and CEO of Esurance, stated, “Esurance is very excited about our partnership with a winning team like the Detroit Pistons, and we are always eager to give worthwhile causes an ‘assist.’ Our company is now one of the fastest growing auto insurance companies in the U.S., and it’s important for us to share that success.”
About Esurance®
Esurance, a subsidiary of White Mountains Insurance Group, Ltd. (NYSE: WTM), provides personal auto insurance direct to consumers online and through select online agents. Esurance is dedicated to constantly improving the way people shop for, buy, and manage their auto insurance. By combining the best of technology with industry know-how, Esurance is able to offer hassle-free coverage with 24/7 customer service and claims handling at competitive prices.
Through Esurance’s Web site, www.esurance.com
