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Aegon

Aegon announces five year UK Tennis sponsorship

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By The Drum Team, Editorial

September 16, 2008 | 2 min read

Assurance and pensions company Aegon has announced a deal which will see it become the first lead partner of British tennis with the launch of a commercial programme which will begin early next summer.

The five year deal will see the company become involved in promoting the sport through out schools as well as in parks and schools programmes.

Events will include the Aegon Championship at the Queen’s Club in London, the Aegon International in Devonshire Park and the Aegon Classic to be held in the Priory Club.

Otto Thoresen, Aegon’s UK chief executive said; “British Tennis is at a breakthrough stage in its development and it is a very exciting time to be involved in the sport. AEGON is delighted to become the Lead Partner of British Tennis and our investment over the next five years will enable the sport to grow from grassroots level, encouraging more young people to take up the sport, through to elite performance level, where we can support our leading athletes as they seek to make an impression on the world stage.”

“We see a number of similarities between British Tennis and AEGON as we look to take our UK business on to a new phase of growth. It’s a strong partnership and we’re looking forward to being a part of it.”

Steve Clode, marketing director of Aegon UK, said; "As the Lead Partner of British Tennis, AEGON has an exceptional opportunity to develop our brand in the UK market. People of all ages enjoy tennis, and it's one of the country's most exciting and fast growing sports. We're delighted to have secured the sponsorship - it's a significant step forward in our brand strategy."

Aegon has also just announced that it has appointed The Leith Agency as its lead marketing agency.

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