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Here’s a head-scratcher. Why has b-to-b company Aon committed hundreds of millions of dollars to associate itself with the Manchester United soccer club?

Answer: Because the deal gave the insurance firm’s disparate operations a common marketing theme as it relocated its global HQ to London in 2012 and increased awareness of the Aon brand in developing markets, especially Asia. Oh, and because there’s nothing like bringing client prospects to watch the defending Premier League champions play at Old Trafford stadium.

The curious marketing relationship began in 2009 when Aon announced a $130 million, four-year deal to put its brand on the front of the club’s jerseys.

Continue reading at AdAge.com