When most people think of insurance, they think of protection. At IC Group Holdings Inc., insurance is also about enablement.
Through its insurance division, Insured Creativity (ICI), it insures campaigns and live experiences that drive media buzz, consumer action, and brand loyalty, while protecting clients from financial downside. From seven-figure prize contests to sponsoring live events or professional sport teams and athletes, ICI enables companies to take bold marketing swings safely to optimize marketing returns.
One of ICI’s insurance solutions is prize indemnity insurance—a model that covers high-value promotions and experiential campaigns. As David Sasaki, President of ICI, puts it:
“Our programs are about creating excitement. We don’t just cover risks. We enable reward-based engagement, and that provides a uniquely powerful tool for marketers wanting to drive commerce and capture first-party data.”
It started with hole-in-one insurance, offering car dealerships and charity golf tournaments the chance to grab headlines by offering luxury prizes. Over the years, that model scaled into:
Today, ICI supports programs for Fortune 500 brands across 60+ countries, backed by delegated authority from Lloyd’s of London.
When a major retailer or brand launches a campaign offering a $1 million grand prize, most customers assume the brand is absorbing the cost. In many cases, ICI sits behind the scenes, analyzing the odds, structuring the liability, and issuing insurance to cover the risks.
This capability enables high-profile, high-engagement campaigns to be executed at scale. It’s not just about writing checks when someone wins—it’s about making sure brands can confidently market big moments without tying up capital or creating unexpected balance sheet exposure.
“Large-scale consumer promotions, like national game cards or loyalty-based giveaways, often wouldn’t happen without insurance,” Sasaki explains. “And most people, even within the industry, don’t realize how critical this layer of support is.”
Beyond prize indemnity, ICI also covers event cancellation, liability and disruption risks. If a concert, festival, or sporting event is cancelled due to weather, a key performer no-show, or unforeseen emergencies, ICI steps in to protect promoters, venues, and sponsors from lost revenue or expenses.
As the live events economy rebounds and expands globally, this risk management layer is becoming more critical, especially for brands and live event operators. Simply put, the show doesn’t go on without insurance for vendors, live event operators and sponsors.
ICI generates gross margins above 60%, and unlike traditional insurers, carries no risk on its balance sheet. As a Managing General Agent (MGA) with global delegated authority, ICI earns:
ICI is a capital-light business with global reach offering uniquely powerful solutions for brands and live event operators wanting to drive commerce, capture first-party data and take bold marketing swings safely to optimize marketing returns.
The insurance division of IC Group is more than a supporting player—it’s a strategic moat:
In a market where consumer attention is harder to earn and risks associated with live events is increasing, IC Group’s Specialty Insurance division provides a rare advantage: it turns big ideas into executable, brand-safe campaigns and enables live event operators, so the show can go on.
For investors, this business is more than a service line. It’s a profitable and scalable growth engine that strengthens the entire IC Group’s value proposition.
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