HomeNewsNewsFinancial Services - InsuranceGolfUnited Kingdom

AIG chooses Women’s British Open for first title deal in golf

US insurance group AIG has agreed a five-year deal to become title sponsor of the Women’s British Open.

AIG succeeds Japanese electronics company Ricoh in the role, with a contract running from 2019 to 2023. It is AIG’s first title sponsorship in professional golf.

One of five majors on the women’s calendar, the British Open is owned by the R&A and sanctioned by both the LPGA Tour and the Ladies European Tour.

Martin Slumbers, chief executive of the R&A, said: “AIG’s support will help us continue to grow and develop the championship even further and ensure it continues to be a truly world-class sporting event. The championship is also a fantastic showcase for women’s golf and supports our goal of encouraging more women and young girls to take up the sport.”

Peter Zaffino, chief executive for general insurance and chief operating officer of AIG, added: “The goals of this championship reflect AIG’s commitment to diversity and inclusion, particularly in our own organisation.

“Sponsoring the WBO will provide our clients and colleagues with memorable experiences, as well as enhance our relationships with our business and distribution partners.”

The 2019 Open will be played over the Marquess’s Course at Woburn Golf Club in Buckinghamshire, England from August 1-4.

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France