Cigna Healthcare promotes fitness and wellbeing with HYROX sponsorship

Cigna Healthcare Hong Kong is sponsoring the 2024 HYROX Open Asian Championships, which will make its Asian debut at AsiaWorld-Expo in the city.

Recognised for its inclusivity and accessibility, HYROX is a large-scale indoor fitness event that enables participants to compete alongside top athletes and casual gym-goers from around the world, all while enjoying a lively atmosphere.

Taking place at AsiaWorld-Expo, Hong Kong on 23 and 24 November, Cigna Healthcare HYROX Open Asian Championships 2024 is expected to draw over 6,300 fitness enthusiasts.

In terms of measuring the return on investment, a spokesperson from Cigna told MARKETING-INTERACTIVE that its focus is on uplifting the brand to its target audience who are health-conscious.

"As a healthcare provider, it’s in our DNA to focus on helping people improve their health, and investing in prevention to encourage people to take charge of their own health. We will look at metrics such as brand awareness, social media reach and engagement, etc. As we have booths at both Hyrox and FWE (Fitness & Wellness Expo HK), we will also look at footfall at our event booth," added the spokesperson. 

The partnership is promoted across all major media and social platforms together with Hyrox, as well as the associated fitness centres that support individuals and teams to train for the Hyrox race. "Additionally, we are leveraging this event to engage our broker partners, our corporate clients, and our staff – it’s a great opportunity for us to promote the importance of staying fit & healthy, and working together to succeed at new challenges," said the spokesperson.

Jonathan Spiers, chief executive officer, Cigna Healthcare Hong Kong, said: "This partnership aligns with our mission to improve the health and wellbeing of our customers and the communities we serve. By supporting this, we aim to inspire people to embrace a healthier lifestyle and take a preventative approach to health."

HYROX started in Germany in 2017 with 650 competitors and has since expanded to 21 countries with over 90,000 participants in 2023 alone, according to the release. The 2024 season will feature 63 events across countries such as Korea, Singapore, Hong Kong, Australia, and US.

The Hong Kong event will combine running with functional fitness workouts, allowing participants to compete individually in HYROX open, in pairs in HYROX doubles, or as part of a four-person team in the HYROX relay. The competition format includes eight 1km runs, each followed by a functional workout such as a 1,000m SkiErg, sledge pulls and pushes, burpee broad jumps, rowing, farmers carry, sandbag lunges, and wall balls.

Gary Wan, APAC managing director, HYROX, said: "This collaboration represents a perfect synergy, and together, we aim to amplify our impact, empowering individuals to lead healthier, more balanced lives. As a company committed to promoting fitness and healthy living, we are thrilled to partner with Cigna Healthcare to bring the inaugural Asian Championships to Hong Kong."

"With over 6,300 racers expected coming from more than 40 countries, this will be our biggest race in Hong Kong to date. The local fitness community continues to inspire us with their unwavering enthusiasm and passion for health and fitness, and we can't wait to see them rise to the challenge," Wan added.

Don’t miss: Cigna Healthcare's campaign debunks misconceptions surrounding health insurance

Back in September, Cigna Healthcare Hong Kong debunked misconceptions surrounding health insurance among Hongkongers with a digital-led campaign to engage the public on health insurance. 

Done in collaboration with local creative agency Hungry Digital, the campaign utilised creative content leveraging both mass and targeted communications channels. It includes large-scale out-of-home billboards at key transportation hubs, interactive digital ads, and videos on social media platforms. 

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