Clear focus for Aegon sponsorships

The Hague, The Netherlands, February 13, 2014

Aegon has a proven ability to spot and develop young talent. Their sponsorship deals around the world offer financial support and expertise to help promising young sports people become the best in their class. And it's paying off.

Aegon was recently named the number one Dutch sports sponsor of all time for its long-term involvement with speed skating. During Aegon's sponsorship from 1984 to 2010, the Royal Dutch Skating Association produced a number of World and Olympic champions, including Hein Vergeer, Ireen Wust and Sven Kramer.

Olympic standard

More recently in 2007, Aegon discovered 19-year old Czech speed skater, Martina Sablikova. Three years later at the 2010 winter Olympics she won more medals than any other sports women. During this week's Olympics in Sochi, she won silver for the 3000m and is tipped for gold in the 5000m.

This year Aegon will reduce their level of sponsorship of the internationally acclaimed football team Ajax, from main and shirt sponsor, to partner. "Over the past six years we focused on talent development and Corporate Social Responsibility ," explains Ronald van Liemt, Head of Sponsoring & Events at Aegon. This will continue with our renewed partnership, but on a different level."

And in 2011, Aegon spotted a rookie club with a number of talented young players in the Slovak league - AS Trencin. Following the sponsorship agreement AS Trencin already took third place in the Slovak league and were promoted to the European League in the 2012/2013 season.

Team Transamerica

This positive story continues in the US, where Transamerica, Aegon's successful brand in North America has supported golfer Zach Johnson since 2004. Today he is ranked in the top 10 in the world and this month saw his eleventh PGA TOUR victory. Zach is one of the four members of Team Transamerica.

In the UK, Aegon has been the lead sponsor of British tennis since 2009. In addition to the professional Aegon GB Fed Cup and Aegon GB Davis Cup Teams, the Aegon's FutureStars program helps identify and develop young British tennis talent. And of course, Aegon's name is behind some of the world's top tennis championships, including the Aegon Championships and the Aegon GB Pro Series.

Financial support and encouragement

Aegon has sponsored the Royal Dutch Rowing Federation since 2007, where they have focused on developing young talent through a number of initiatives. In 2008, for example, they introduced an annual award for the board of the best performing student rowing association. The prize is a boat worth around 30,000 Euro.

According to Dutch gold medal winning rowers, Vincent and Tycho Muda, Aegon's involvement has already brought positive change to rowing. "Aegon wants to increase rowing's popularity," says Vincent, with Tycho adding: "We want more kids to take up rowing. To encourage that, rowing needs its heroes. We can play our part by training hard and winning at the highest level."

Written by: Aegon