PruHealth and PruProtect have signed three year agreements with Arsenal, Liverpool and Manchester City to order to raise awareness of Vitality - the insurer's healthy living rewards programme.
The agreement will give new and existing Vitality members the chance to win experiences and prizes; from signed merchandise, tickets to matches and stadium tours, to attending coaching clinics for children and matches in VIP style.
Neville Koopowitz, CEO of PruHealth and Vitality, said: "We believe in the power of sport to help inspire people to live a healthy life, which is why we partner with leading sports figures, teams and events to help us spread the Vitality message."
The insurers and their parent company, Discovery, will be promoted in a variety of ways by the clubs, including pitch side advertising, branding of the medical staff's clothing and logo positioning on the women's team kits.
Vinai Venkatesham, sales and marketing director at Arsenal said: "PruHealth and PruProtect with Vitality have an innovative approach which rewards its members who adopt a healthier lifestyle, and we will be helping them communicate these benefits to Arsenal and football supporters globally."
Meanwhile, Billy Hogan, chief commercial officer for Liverpool FC, said: "We're thrilled to bring PruHealth and PruProtect with Vitality on board as the first new partner of the 2014/15 season. Their ambition to promote healthy and active lifestyles across the nation fits in well with Liverpool Football Club and the work we're doing in communities across the globe."
Tom Glick, chief business officer for Manchester City, added: "Having already seen the positive impact of the Vitality programme amongst our staff, we look forward to building that relationship further by helping them introduce Vitality to City fans and the wider football community over the coming seasons."
The football partnerships are the latest additions to PruHealth and PruProtect's sponsorship portfolio, which includes associations with Vitality ambassadors Jessica Ennis-Hill, Jonny Wilkinson and Lord Sebastian Coe.
