Maritime Life Assurance backing three major swimming competitions

The Maritime Life Assurance Company is hoping its title sponsorship of three major swimming competitions will cause the public to see water everywhere.Bill Black, executive vice-president and chief operating officer of Maritime Life, says the insurance company is spending more than...

The Maritime Life Assurance Company is hoping its title sponsorship of three major swimming competitions will cause the public to see water everywhere.

Bill Black, executive vice-president and chief operating officer of Maritime Life, says the insurance company is spending more than $100,000 to raise the profile of the Halifax-based firm.

Black says visibility is important in insurance, adding people want to deal with a company they have heard of.

He says rather than ‘dribble’ out its money on small projects, Maritime Life decided to make a considerable outlay in one area.

The sponsorship deal between Maritime Life and Swimming Canada was brokered by Landmark Sport Group in Toronto.

Black says the agreement runs to the end of 1996.

The Maritime Life Swimming Nationals in Winnipeg in July this year and again in August, 1996 at an as-yet-undetermined venue in Ontario, and the Maritime Life Swimming Olympic Trials in April, 1996 in Montreal will be televised on cbc.

Black welcomes the tv coverage, saying as well as customers, it will reach Maritime Life employees and the company’s agents.

He says he was impressed with the exposure IBM Canada got from its involvement in the 1994 Commonwealth Games in Victoria.

Black says it should be noted the Canadian swim team is a winner, something worth being associated with.

Black says the money Maritime Life is spending is the most it has ever spent on sponsorship, although the company has not been a particularly active sponsor before now.

Maritime Life is also Canada’s Olympic Games official life insurance sponsor.

Its parent, the John Hancock Mutual Life Insurance Company in Boston, is the u.s. official life insurance sponsor at the 1996 Atlanta Games.