Jin Rong Shi Bao·2025-07-01 04:23Core Insights - Insurance companies are increasingly entering the emerging sports industry, particularly in the Jiangsu province's "Su Super" football league, to capture market opportunities [1][2][6] Group 1: Insurance Participation - Multiple insurance firms, including China Ping An and Xinhua Insurance, have announced partnerships with the "Su Super" league, providing various insurance products for players and fans [1][2][3] - China Ping An's "Golden Leg" insurance offers comprehensive coverage for players, with a total coverage amount exceeding 44.6 million yuan [2][6] - Xinhua Insurance aims to enhance the event's impact and promote fitness through its involvement, indicating a strategic move to align financial services with sports [2][6] Group 2: Market Growth and Engagement - The "Su Super" league has seen a surge in popularity, with over 1 billion views on related topics and an increase in sponsors from 6 to 21, including major brands like Yili and JD.com [4][6] - Insurance companies are tailoring their offerings to meet the unique risks associated with sports events, such as athlete injuries and event cancellations, which differ from traditional insurance scenarios [6][7] Group 3: Long-term Value Creation - National policies are supporting financial institutions' involvement in the sports industry, encouraging the development of diverse financial products and services [6] - The participation of insurance firms in sports events is expected to create long-term value, enhancing brand visibility and connecting with younger demographics [6][7] - Companies like China Life are providing comprehensive risk management solutions for various sports events, indicating a commitment to supporting the local sports industry [7]