Aon has announced a new, season-long golf challenge for players of the PGA Tour and LPGA.
The Aon Risk Reward Challenge will rank golfers over the most “strategically challenging” holes on the two tour schedules, with the winners each receiving $1m in prize money at the end of the season.
The contest is the centrepiece of a new, multi-year partnership between Aon and the PGA Tour and LPGA, which will see the firm receive the designations of “Official Risk, Retirement and Health Advisor of the PGA Tour” and “Official Professional Services firm of the LPGA.” The two golf organisations formed a strategic alliance in 2016 to help drive the growth of the sport.
Commenting on the partnership, Aon chief executive officer Greg Case said: “At Aon, we use proprietary data and analytics to advise our clients and provide the insights they need to stay a step ahead of the competition.
“The same is true in golf, where players must take calculated risks that improve their performance. We are excited to showcase the best strategic decision makers from across the world of golf through the Aon Risk Reward Challenge.”
The Aon Risk Reward Challenge will run throughout the regular season, including 28 tournaments on the PGA tour and 30 on the LPGA. A dedicated Aon Leaderboard will track and highlight player performance.
The activation will be further brought to life through a multi-platform strategy including broadcast integration with CBS and Golf Channel, the use of PGA Tour and LPGA digital platforms, and the opportunity for Aon to bring clients and colleagues “inside the ropes” with exclusive experiences and business networking events around the world.
PGA Tour commissioner Jay Monahan said: “We are extremely pleased to welcome Aon as our newest Official Marketing Partner and to align with a globally respected brand that we know will be a tremendous asset to our business.
“The Aon Risk Reward Challenge is an authentic fit for our sport that will resonate with players and fans while providing Aon an intuitive way to reinforce how their firm creates value for its clients.”
LPGA commissioner Mike Whan added: “The Aon Risk Reward Challenge will bring an exciting new season-long competition to our Tour with a very significant $1 million prize for our winner.
“The fact that Aon is providing equal prize money for the men and women has made a huge statement to our players, and we couldn’t be more appreciative."
Final details on scoring and the schedule of holes for each Tour will be released later this year.