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Aegon extends British tennis sponsorship deal to 2017


Aegon UK has agreed a new four-year deal with the Lawn Tennis Association which will see the provider sponsor British tennis until the end of 2017.

Aegon became the first ever “lead partner” of British tennis in 2009 when it agreed a five-year sponsorship deal in 2009.

Aegon UK chief executive Adrian Grace says: “This is a landmark announcement and a great day for Aegon UK and the LTA. It reinforces our long-term commitment to British tennis and the UK market.

“We truly believe tennis is one of the most exciting and inspirational sports in which to be involved in. It appeals to young and old, across all backgrounds and brings people and communities together.”


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There are 4 comments at the moment, we would love to hear your opinion too.

  1. I’m sure the 160 people recently made redundant will be pleased to know where the funds freed up by their departure are being spent. Not the best timing!!!

  2. Following last weeks announcement Adrian, I have to say I love your comment “It reinforces our long-term commitment to British tennis and the UK market”
    Good to know where a life and pensions companies commitments are . . . . . #priceless

  3. Seriously . . . I’d like to know what returns Aegon make in sponsoring Tennis. Just wondering how many people watch tennis, see Aegon and think; “That reminds me, we must look at our pension dear”. Tom Selby, you might want to find out exactly HOW MUCH Aegon spend in sponsoring tennis, that we would all love to know

  4. This lot will get more brand awareness from a couple of seasons sponsoring Ajax FC than if they sponsor the LTA for all eternity.

    Ajax, and their stadium, also feature on one of the best-selling console football games. This will be bringing the company name into more UK houses than the tennis.

    I can’t see the tennis being value for money. Of course, the tennis seems to be a more upper class interest but then Aegon are known for shedding the low-value to concentrate on the high-value. Customers and staff.

    Run by fat cats for fat cats (see picture).

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