LONDON: British insurance company Aon has extended its sports sponsorship umbrella with a new partnership alongside golf’s premier competitions, the PGA Tour and LPGA Tour through its ‘Aon Risk Reward Challenge’ initiative.
The aim of this initiative is to reward the No.1 player on both the tours an equal $1 million in prize money at the end of every season which would feature 28 PGA and 30 LPGA tournaments. This move has been welcomed by LPGA, as gender parity in salary has been an issue long debated not just in golf, but in other sports such as tennis as well.
“We are thrilled to welcome Aon to the LPGA family of partners,” said LPGA Commissioner Mike Whan.
“The Aon Risk Reward Challenge will bring an exciting new season-long competition to our Tour with a very significant $1 million prize for our winner. The fact that Aon is providing equal prize money for the men (PGA TOUR) and women (LPGA) has made a huge statement to our players, and we couldn’t be more appreciative.”
The PGA and LPGA had entered into a strategic alliance in 2016 to promote the growth of golf. As a result, this initiative will help Aon work closer with both the tours being their Official Marketing Partner.
“At Aon, we use proprietary data and analytics to advise our clients and provide the insights they need to stay a step ahead of the competition,” said Greg Case, Chief Executive Officer, Aon.
“The same is true in golf, where players must take calculated risks that improve their performance. We are excited to showcase the best strategic decision makers from across the world of golf through the Aon Risk Reward Challenge.”
The Aon Risk Reward Challenge will be showcased through a multi-platform strategy that includes broadcast integration with the USA’s CBS and Golf Channel and PGA Tour and LPGA digital platforms, which will feature segments including hole flyovers, player interviews and on-air commentary. The Aon Risk Reward Challenge Leaderboard will highlight player performances across the season.
“We are extremely pleased to welcome Aon as our newest Official Marketing Partner and to align with a globally respected brand that we know will be a tremendous asset to our business,” said PGA TOUR Commissioner Jay Monahan.
“The Aon Risk Reward Challenge is an authentic fit for our sport that will resonate with players and fans while providing Aon an intuitive way to reinforce how their firm creates value for its clients.”
