AIG AND THE R&A
Via relationships with senior executives at AIG, Eiger was tasked with assessing the global golf landscape for sponsorship opportunities for AIG to revitalize their Brand and host key brokers, partners and executives via a major golf sponsorship platform.
Once the UK was established as the market of choice, a second corporate objective was overlaid in the search which was diversity and inclusion. An opportunity to assume the title sponsorship of the Women’s British Open was discovered and an initial five year partnership was negotiated beginning with the 2019 event.
Golf industry and global press reaction to the announcement in December of 2018 was universally positive, noting the support of women’s athletics by a major global brand. Over 120 key business partners gathered outside London for a first class executive hosting program that included events such as a Chairman’s breakfast and roundtable discussion from global leaders in diversity and inclusion. A thrilling finish by Hinako Shibuno saw the best ratings for any LPGA event in five years. It was an extremely successful inaugural year as title sponsor for AIG.