The program will give young pianists from around the world the opportunity to work with Lang Lang. The aim is to share Lang Lang’s passion for music and make the young musicians ambassadors amongst their peers through a life-changing experience. “Music makes life better. It heals, unites and inspires - and it makes us better people,” is the artist’s conviction.
“Extending our existing sponsorship portfolio by adding a high calibre engagement in arts & culture opens up a new world to us,” says Joseph K. Gross, Global Head of Market Management of Allianz SE. “As a trusted partner and insurer of sports, culture and youth we always strive to make our brand tangible and emotional. Lang Lang gives us a great opportunity to get involved with music lovers of all ages.”
The new partnership reflects the strategic Allianz approach to sponsorship. The involvement of young people and activities in the area of education are main pillars of Allianz Group’s sponsorships activities. The annual “Allianz Junior Football Camp” for example assembles teenagers from all over the world to train with FC Bayern Munich coaches in Munich, giving them a once-in-a-lifetime experience. The Formula One™ related “Drive Safely” program aims at making roads safer via information and edutainment. Corporate Social Responsibility is another vital component, visible for example in the partnership with the Paralympic Movement, which brings the topic of “inclusion” to the forefront. In the Golf partnership with St Andrews Links, Allianz contributes to the preservation of the Scottish coastline.
Apart from the cooperation with Lang Lang, Allianz also supports the arts via the Allianz Cultural Foundation. In the area of music, its activities comprise the “Ulysses – European Center for Young Composers” which aims at connecting young composers helping them to explore professional opportunities. The Foundation also supports the “Ensemble Modern” to run the “Biennale for Modern Music” in Frankfurt. The “Bayreuther Richard Wagner Festspiele” as well as the “Stuttgarter Jazz Open” Festival belong to the cultural sponsorship engagements of Allianz Germany.