Sports Sponsorships

Aegon’s sponsorship strategy is designed to support sports and culture while increasing awareness of the Aegon brand name and reputation. Over the last three years we've invested more than 52 million euro in sports.

Aegon’s sponsorship mission is to support and encourage inspiration and excellence. Many of our sponsorships include an effort to reach out to promising youth. These partnerships allow us to connect with the players and performers of tomorrow, as well as the fans of today.

Golf sponsorship and Team Transamerica

Together with our US brand, Transamerica, Aegon's golf sponsorships boost our brand recognition in our largest market, the United States.


Zach Johnson

Transamerica, Aegon's successful brand in North America has supported Zach Johnson since 2004 when he earned a spot on the PGA Tour. In 2014 Zach was ranked sixth in the world and he has 12 PGA Tour wins under his belt. In the past 10 years, this number of wins has only been surpassed by Phil Mickelson, Vijay Singh and Tiger Woods! Zach, along with the Transamerica Brand prominently displayed on his cap, is increasingly receiving wide media exposure. In 2015, he won Champion Golfer of the Year after defeating Louis Oosthuizen & Marc Leishman in a four-hole play-off at the British Open.

Together with his wife Kim, Zach also helped establish Birdies that Care, a Cedar Rapids fundraising organization co-sponsored by Aegon USA. Over the past seven years, Birdies that Care has raised over USD 700,000 for local children in need.

Tom Watson

A six time PGA Tour Player of the Year with 39 Tour victories, Watson is a five-time British Open champion, two-time Masters champion, and won the U.S. Open in 1982. He was inducted into the World Golf Hall of Fame in 1988. He became the newest addition to Team Transamerica in June 2013.

Azahara Muñoz

Azahara "Aza" Munoz, 2010 LPGA Rookie of the Year and winner of the 2012 Sybase Match Play Championship, joined Team Transamerica in May 2013. "Transamerica is a company that is committed to helping people take control of their future, both through financial education and the services they sell," said Munoz. "That, along with their commitment to golf on so many levels, is why I'm very thankful and proud to be affiliated with them."

Kyle Stanley

Transamerica is proud to sponsor Kyle Stanley, winner of the 2012 Waste Management Phoenix Open. Kyle turned professional after finishing his junior year at Clemson and receiving the Hogan Award which is given to the top college/amateur golfer.

Visit the Team Transamerica site

Lead sponsor of British tennis

Aegon has been the lead sponsor of British tennis since 2009. In 2016, the Lawn Tennis Association (LTA) and Aegon decided not to renew their long standing nine-year partnership agreement when the contract comes to a natural conclusion at the end of 2017.

Following record commercial success, the LTA decided to restructure the lead partner offering for 2018. "From Aegon's perspective, our business has been transformed in recent years with a series of major company acquisitions," said Adrian Grace, CEO of Aegon UK.

"Aegon's sponsorship of British Tennis has given the business widespread brand recognition, however the company's marketing activity is increasingly focused on a very specialist audience of financial advisers and employers."

Michael Downey, LTA Chief Executive said, "We are incredibly grateful to the unwavering commitment and contribution that Aegon has made to British Tennis over the last nine years.

"They have been a truly loyal partner involved in a series of memorable British tennis moments through the years. This includes the achievement of record breaking sales and viewership performance by the Aegon Championships at the Queen's Club, which was recently voted ATP Tournament of the Year in its category by the Players for the last three consecutive years.

"The Aegon GB Davis Cup Team, won the World Championship in 2015 after a 79 year drought. Importantly, despite the overall trend of long-term decline in sports during the last 10 years, tennis participation in Britain is demonstrating signs of recovery which in-part reflects Aegon's significant financial and marketing support of our mission to "get more people playing tennis more often."

Ajax Soccer

Aegon was then the main sponsor of Ajax, a leading soccer club in the Netherlands from 2008 to 2014, when they became a sponsor partner.

The Amsterdam-based team has been a dominant force in Dutch soccer since 1918, winning a total of 33 national league titles.

Ajax is historically one of the most successful clubs in the world. The team has built a passionate following not only in the Netherlands, but around the world. The national and international appeal of Ajax gives Aegon more brand exposure in our global business markets.

Ajax Youth Academy

Aegon and Ajax share the same goal of being Tomorrow Makers. The world famous Ajax Youth Academy trains talented young players, from the age of seven, to develop their technique and style. The best players will go on to participate at a professional level. Ajax has also created the Ajax Online Academy, a website where players and coaches can view soccer moves and find training tools.

Since 2008, Aegon has been the main sponsor of Ajax, a leading soccer club in the Netherlands. The Amsterdam-based team has been a dominant force in Dutch soccer since 1918, winning a total of 33 national league titles.

AS Trencin Sponsorship

Aegon Slovakia was the main sponsor of soccer team AS Trencin from 2011 to 2017. At the time the sponsorship contract was signed, they were a rookie club in the Slovak league. They are now part of the European League.

Aegon will continue its strong relationship with the team sponsoring ad-hoc charity events and matches.

During their first two seasons sponsored by Aegon, outstanding results and entertaining football resulted in the third highest average attendance among all teams and numerous positive reports in the media.

In the 2012/2013 season, AS Trencin took third place in the Slovak league and were promoted to the European League – the greatest success in the history of the club.

In May 2015, they created history by winning the Slovak Cup, and then three weeks later being crowned champions of the Slovakian League! As the main shirt sponsor for AS Trenčín, Aegon branded AS Trenčín shirts will now be visible during the Champions League.

Each year AS Trencin organizes a “Stars for Children“ event in the city centre. Football and local ice-hockey stars take part in a football match with the children, and raise money for charity. Aegon Slovakia is one of the sponsors of the event.

Sponsorship of AS Trencin is helping to increase Aegon’s brand awareness and its positive image in Slovakia, through its association with positive emotions and unforgettable experiences in the stadium and coverage in the media.

Speed Skating - Martina Sáblíková

In 2007, Aegon Czech Republic placed their faith in a local girl, Martina Sáblíková. At the time she was a 19-year old speed skater who practiced in the small hallway of her parents' apartment, today she's an Olympic gold medal winner.

At the 2010 Winter Olympics Martina Sáblíková was the most successful female skater, winning gold in the 3,000-meter and 5,000-meter races and bronze for 1,500 meters. 

At the 2014 Winter Olympics, Martina's new racing suit continued to sport a highly visible Aegon logo on the cap and shoulder, seen by the millions tuning in to the competition.

And most recently, at the 2016 World Single Distance Speed Skating Championships, Martina took home two Gold medals in the women's 3,000m and 5000m race.

Building the Aegon Brand

These popular competitions have helped Aegon build its brand name, particularly in Central & Eastern Europe. “Historically a lot of our business is done through agents and not directly with customers,” says Aegon Czech Republic Communications Specialist, Ivana Dingova. “Martina became our link to the public and we were able to reach a wider audience because of her success and growing popularity,”.

Once the ice melts, Martina Sáblíková also supports Aegon’s work in the community, training young children, visiting sick children and promoting the Aegon Skate Night in Prague, which has become a big Facebook hit with participants and fans.

Royal Dutch Rowing Federation (KNRB)

Aegon has sponsored the Royal Dutch Rowing Federation (KNRB) since 2007 and in 2008, became the men's lightweight coxless four team sponsor at the Olympic games in Peking.


In September 2010, we became the main sponsor of the KNRB. In January 2016, during the annual rowing conference hosted at Aegon's head office, we announced that the sponsorship would be extended for a further four years, up to the Olympic Games in Tokyo in 2020.


A key element of the sponsorship is a focus on developing young talent. In 2008, for example, we introduced an annual award for the best performing student rowing association. The prize is a boat worth around 30,000 Euro.

Rowing is growing rapidly in popularity both in the Netherlands and around the world. "Both the number of rowing clubs as well as the number of KNRB members are increasing," says Otto van der Harst, Director of Communication at Aegon The Netherlands. "Rowing is particularly popular with students, which is a particularly interesting target group for Aegon as an employer."

Promoting equality

In 2015, Aegon became the official sponsor of The Rowing World Championships, which took place in Amsterdam, The Netherlands. Aegon has also sponsored a KNRB rowing crew to lead the EuroPride 2016 canal parade, which also takes place in Amsterdam. EuroPride helps create public awareness for LGBT rights, both nationally and internationally.

New sponsorship model

To ensure that rowing continues to grow as a national sport, Aegon is working closely with the KNRB to develop a new sponsorship model. This will provide additional opportunities for other organizations to become team sponsors. Ultimately, more partners will provide the Federation with more (financial) scope.

Colorado Rapids of Major League Soccer

In 2015, Transamerica, Aegon's leading brand in the United States, signed a two-year jersey sponsorship agreement with The Colorado Rapids of Major League Soccer. In 2016, the agreement was extended until 2019.

Colorado Rapids Team

Transamerica's name and logo features on all Rapids' match jerseys, home and away, as well as throughout Dick's Sporting Goods Park, the home of the Colorado Rapids Soccer Club.

The Colorado Rapids are one of the 10 founding clubs of Major League Soccer, which began playing in 1996, two years after the United States hosted its first ever FIFA World Cup tournament.

We are thrilled to work with an organization that supports thousands of youth soccer players and their families.

David Macmillan Chief Marketing Officer for Transamerica

As one of the most popular youth sports in America, soccer spans generations while transcending communities and cultures. Soccer also plays an important part in the lives of many of Transamerica's employees and their families.

"Not only do we believe in what the Rapids are building as a franchise, but we are thrilled to work with an organization that supports thousands of youth soccer players and their families across the country, and one that is so active in improving its local community," said David Macmillan, Chief Marketing Officer for Transamerica.


updated August 3, 2017


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