Aegon has hired former Wimbledon champion John McEnroe as part of its direct-to-consumer advertising push.
The American tennis star and BBC commentator will feature in a series of video promotions for the provider in which he comes out of retirement to become a door-to-door salesman.
The firm launched its D2C platform, Retiready, last month.
Aegon has a sponsorship deal with the Lawn Tennis Association which sees it sponsor the Queen’s Club event in the run-up to Wimbledon.
McEnroe says: “It is great to be working with a company that is such a big supporter of tennis. It’s important to plan for your retirement. It’s definitely easier to plan and save for your retirement than to have to win 155 professional tennis titles to pay for it.”
Aegon UK managing director David Macmillan says: “Retiready takes Aegon in an exciting new direction and it is great to have John McEnroe acting as our spokesman in the media and online. John is not just a tennis legend but he is also a fantastic example of someone who is making the most of his retirement.
“We know most of the UK population are falling short of their retirement ambitions. Many aren’t reviewing their savings enough to be aware of the shortfall. It’s time for the UK to get real, and for the pensions industry to lead the way in helping people find solutions.”
Earlier this month Royal London launched its first consumer TV advert campaign in a decade.