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AIG makes D&I drive with latest sports sponsorship

Sophie Lamb at the 2017 Women's British Open

Golf has long been the unofficial sport of insurance, and American International Group Inc. is making the tie even stronger with its latest sponsorship deal — but with a diversity and inclusion twist.

Starting next year, AIG will be the title sponsor of the Women’s British Open. Under a five-year deal, the women’s golf major will be known as the “AIG Women’s British Open.”

While AIG has been involved as a sports sponsor for some iconic sporting brands — it was once the shirt sponsor for English soccer’s Manchester United and is the current sponsor of New Zealand’s national rugby team, the All Blacks — this is the first time the insurer has been the title sponsor of a professional golf tournament.

But the sponsorship is about more than golf, said Peter Zaffino, CEO of general insurance and chief operating officer of AIG.

“The goals of this championship reflect AIG’s commitment to diversity and inclusion, particularly in our own organization. Sponsoring the WBO will provide our clients and colleagues with memorable experiences, as well as enhance our relationships with our business and distribution partners,” he said in a statement announcing the sponsorship.

The 2019 tournament will be played Aug. 1-4 at the Woburn Golf Club outside London.



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