Chaucer Group has entered sports sponsorship for the first time, becoming the new premium partner of Surrey County Cricket Club (SCCC).
The three-year agreement will see Chaucer sponsor both Surrey’s men’s and women’s teams, with the insurer’s branding to appear prominently across the club’s digital platforms and at its home ground. The deal is aimed at raising Chaucer’s profile with domestic and international audiences while backing the growth of cricket in Surrey and south London.
The move places Chaucer alongside a growing list of insurers using sport as a strategic brand and relationship platform. In recent years, carriers including Allianz (Olympics, Paralympics and stadium naming rights), Gallagher (Premiership Rugby), AIG (formerly New Zealand Rugby), and Vitality (multiple football and cricket properties) have invested in long-term team and league partnerships.
For those firms, sport has offered a route to reach broader consumer and SME audiences, host brokers and clients in premium hospitality settings, and associate their brands with performance, data and resilience themes that echo underwriting and risk management.
Surrey is one of the most successful county clubs and regulary hosts international fixtures at the Kia Oval, giving sponsors access to a global cricket audience as well as a high-profile London hospitality platform.
Chaucer has built its market reputation on innovation and underwriting expertise in specialty re/insurance and said the partnership will strengthen its push to "set industry standards" while aligning with an established sporting brand.
"This partnership is a great fit for us, and we're proud to support both the men's and women's teams as they continue to compete at the highest level," said Richard Milner, CEO of Chaucer.
The partnership also reflects a broader trend of re/insurers turning to sport to cut through in a crowded market, support talent attraction and align with themes of teamwork, resilience and analytics that are increasingly prominent in underwriting. For London market players in particular, cricket and rugby properties in the capital have become important venues for broker events, client hospitality and international networking, reinforcing the business case behind sponsorship spend.
Chaucer's partnership spans both the men's and women's teams, in line with growing expectations that sponsors support the women's game as well as the men's competitions. For the company, that opens up scope to link the deal with internal diversity, inclusion and community initiatives, while giving Surrey additional backing as women's domestic cricket continues to professionalise.
Meanwhile, securing a global re/insurance group as premium partner for three years is expected to strengthen Surrey's commercial base as it looks to invest in teams and facilities.
“We are pleased to welcome Chaucer Group to the Surrey Family as our Premium Partner for the next three years," said Steve Elworthy, CEO at Surrey County Cricket Club. "Their global reputation for excellence, discipline and innovation aligns seamlessly with our own values and goals on and off the field."
