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How Aon geared up for soccer sponsorship

Part of Aon Corp.'s strategy in its sponsorship of soccer club Man- chester United is to excite and unify the company, which has been created from 450 acquisitions in 23 years. If global creative director Eric Sawitoski is any indication, the sponsorship, which officially began June 1, is already working.

Sawitoski, who started working on the sponsorship about the time it was announced 12 months ago, is so pumped about the relationship between Manchester United and the insurance brokerage that he had the team's nickname—Red Devils—tattooed on his right forearm.

Others at Chicago-based Aon are showing their excitement in more conventional ways. “You get the opportunity to work on something like this once in a lifetime, not only for Aon but for me as a marketer,” Hans Van Heukelum, head of global marketing for Aon Risk Services told BtoB.
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