CGU has signed a seven-year sponsorship deal with premiership-winning AFL club Collingwood.

The CGU logo will feature on Collingwood’s guernsey for the 2011 AFL Season, CGU GM Retail Mark Searles told insuranceNEWS.com.au.

He says the association with Collingwood is “good for business”.

“Our intermediaries and business partners have told us that raising awareness of the CGU brand helps them to sell our products, and we believe the Collingwood partnership will play a key role in this objective,” he said.

“A key part of our business is marketing our products and services. The Collingwood partnership provides us with an exciting opportunity to build awareness of our brand across national media, and fits well with our existing marketing strategy.”

Mr Searles says Collingwood’s “strong national appeal with supporters” made it attractive to CGU.

Collingwood will in turn support CGU by providing brand awareness and through a program of benefits to promote CGU products.

Collingwood GM Sponsorship Margie Amarfio told insuranceNEWS.com.au the club is “absolutely thrilled” with the deal.

“This will be a true partnership and we will be dedicated to generating powerful brand awareness and delivering a program that supports and adds great value to the CGU brand.”

CGU will also insure the 2010 AFL Premiership Cup and help Collingwood to host a national tour for the cup.