The Drum Awards Festival - Official Deadline

-d -h -min -sec

Advertising Golf Sport Sponsorship

AIG positions itself as an ‘ally’ for professional women as sponsor of Women’s British Open


By Kyle O'Brien, Creative Works Editor

August 1, 2019 | 4 min read

In its first year as the title sponsor of the Women’s British Open, global insurance company AIG has launched an integrated creative campaign, ‘The Power of Allies’ that recognizes the power and impact of allies, both to the women on the golf course and as an insurance partner.

AIG British Women's Open

AIG is the title sponsor of the Women's British Open

The campaign, created by Berlin Cameron, shines a spotlight on advancing women worldwide and provide sustainable opportunities for future generations. ‘The Power of Allies’ features four commercials that will air globally on broadcast, showcasing the power of allies in business, sport and in life.

In two of the ads, pro golfers are shown in action while a voice over provides inspirational messages, like, “While you’re giving your all to redefine the curve, an ally is there to remind you that you are ready for this moment.”

As part of the campaign, in addition to golf tournament ads, AIG also produced two 30-second commercials featuring a diverse group of employees from around the world speaking about what it means to be an ally.

A corresponding social media campaign will run across platforms including Twitter, LinkedIn, Facebook and Instagram.

“The Women’s British Open Championship is an iconic tournament combining tradition, world-class golf and a diverse global audience that reflects AIG’s colleagues, clients and partners,” said Brian Duperreault, president and chief executive officer of AIG.

“The goals of The Women’s British Open highlight AIG’s commitment to diversity and inclusion, particularly in our own organization,” added Peter Zaffino, chief operating officer, AIG and chief executive officer, AIG General Insurance.

“It is inspiring to work with a leading brand that is putting its support behind global diversity and sponsoring a world-class women’s professional championship,” said Jennifer DaSilva, president of Berlin Cameron. “It’s our hope that this campaign highlights the importance of having allies, and also serving as an ally to others.”

In addition to the campaign, AIG is hosting a women’s leadership panel in conjunction with the campaign launch at the Women’s British Open. The panelists will discuss the role of mentors, sponsors and allies and how they help advance careers among other important topics.

See the spots by clicking on the Creative Works box below.

AIG: The Power of Allies by Berlin Cameron


Overall Rating 5/5

Vote now
Advertising Golf Sport Sponsorship

Content created with:


American International Group, Inc., also known as AIG, is an American multinational finance and insurance corporation with operations in more than 80 countries and...

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +