Aegon to play on tennis tie to raise consumer awareness
LONDON - Pension and investments company Aegon will use its £30m, five-year sponsorship deal with the Lawn Tennis Association to introduce itself as a consumer brand.
The activity will begin with a national press and outdoor ad campaign next week to draw attention to its title sponsorship of next month's Queen's Club tournament in West London. The push will emphasise that the event, formerly the Artois Championships, is now the Aegon Championships.
Steve Clode, director of marketing and customer strategy at Aegon, said its campaign will focus on driving awareness of the brand rather than promoting specific products.
The advertising will also publicise Aegon's wider involvement with tennis, including the Great Britain Davis Cup team and its schools tennis programme.
The Queen's Club has been internally redesigned from its traditional red livery to blue, to fit Aegon's branding.
Leading players including Rafael Nadal, Andy Murray and Andy Roddick will compete in the tournament between Monday 8 and Sunday 14 June.
Queen's Club: red-to-blue switch
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