Gallagher's Radical Sports Sponsorship Strategy Trades Jersey Patches for Job Offers

Published on July 2, 2025

Snapshot
Gallagher is taking a refreshingly unconventional approach to sports sponsorship, focusing less on brand visibility and more on community integration and athlete development.

The company’s strategy is rooted in relationships, like that of former pro rugby player Nathan Hines, who now leads business development for Gallagher’s rugby clients. Instead of pouring marketing dollars into naming rights or signage, Gallagher invests in fan experiences like Gallagher Way at Wrigley Field and Gallagher Square at Petco Park.

Its partnerships prioritize community presence, from dog parks and pickleball courts to volunteer programs with the Astros Foundation. Gallagher also supports global and local teams across more than a dozen sports, favoring partnerships where it already handles risk management.

A standout initiative is its internship program for current athletes, designed to help them transition into business careers, starting with rugby players and now expanding to the NFL and NWSL. The idea emerged from conversations with injured athletes who had strong leadership and teamwork skills but no clear post-sport plan. The company is now exploring adding Special Olympics athletes to the mix. Gallagher’s latest move is a deal with New Zealand Rugby, with women’s rugby positioned as a key area of future growth.

Full story: Marketing Brew

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