Sporting rivalry is threatening to tear apart the financial services sector.
Last month, Aegon hired former tennis pro-turned-pundit John McEnroe to front its Retiready D2C proposition. He features in a series of unusual online-only video adverts, posing as a retiree fallen on hard times and flogging tennis memorabilia to boost his income.
Standard Life, keen not to be upstaged, has brought in reigning Wimbledon champ Andy Murray.
Elsewhere, news reaches the WSJ that platforms have clashed over who can lay claim to rugby union’s top tier.
Manchester-based AJ Bell has a sponsorship deal with Sale Sharks while Novia backs its local Bath Rugby side.
When the two came head-to-head last October, the Manchester clan was able to gloat over a 19-13 win at the AJ Bell Stadium.
Novia boss Bill Vasilieff hoped to get revenge at the tail-end of the season but the Sharks were narrow victors in March, beating Bath by a single point.
Vasilieff had the last laugh, though, as his side finished 10 points and a place ahead of their northern rivals in the final league standings.
Are there any other sporting rivalries threatening the peace in the retail financial sector? Let us know @MM_WSJ