AIG and Salford City FC: A Strategic Partnership Beyond the Pitch

As part of its growing strategic relationship with Salford City Football Club, AIG partnered with brokers for a unique 5-a-side experience – stepping onto the pitch against members of the legendary “Class of '92”, including Gary Neville, Paul Scholes and Nicky Butt, as well as the Salford City FC Lionesses. The Class of '92 footballers famously graduated to the Manchester United first team together and have since played a central role in Salford City FC’s revival.

The day was a fitting reflection of a partnership that goes beyond the conventional boundaries of sports sponsorship. The event, which took place at Hotel Football in Manchester, offered a memorable opportunity to engage with broker partners in an environment built on shared experience, healthy competition and genuine connection.

As the host for the day, AIG’s Tom Barrett, Business Development Manager for the North West UK, captured the mood well: “The day was defined by a sense of camaraderie that closely mirrors the values AIG champions as an organisation. A reminder that the moments that matter most in this industry are often those that happen away from the negotiating table – and today was a perfect example of that.”

That sentiment was echoed by those on the pitch. One broker who played on the AIG team described it as a client experience unlike any other: “Days like this are what make a partnership feel real. Getting on the pitch alongside some of football's greatest names was something I'll never forget, and it reminded me exactly why I value my relationship with AIG.”

This commitment is reflected in AIG’s role as Salford City FC’s largest minority equity investor and long-term strategic partner, with its investment supporting the Club’s continued development across football operations, infrastructure, digital fan engagement and community initiatives. Founded in 1940 as Salford Central, Salford City FC joined the English Football League in 2019 and has been building momentum ever since.

The involvement of the Salford City FC Lionesses in the broker event also reflected the breadth of the relationship, with AIG’s support extending across the wider football organisation and helping create moments that connect clients, colleagues and the community.

This is a partnership with purpose, one that is people-centred, strategically aligned and very much built with the long game in mind. 

AIG’s investment in Salford City FC is part of its global sports portfolio, which includes its title sponsorship of the AIG Women’s Open. One of the five most prestigious tournaments in women's golf, this year’s AIG Women’s Open will be held on the historic links of Royal Lytham & St Annes in Lancashire, England, from July 29 to August 2, 2026. Since becoming the title sponsor in 2019, AIG has tripled the AIG Women’s Open championship purse, and received the LPGA’s Golden Driver Award for Best Player Experience in 2024 and 2025.