Aegon’s sponsorships support and encourage inspiration and excellence. Many also encourage physical activity, as we've identified a clear correlation between healthy living and a comfortable retirement.

Sport's sponsorships

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 and Aegon USA have supported Zach Johnson since he joined the PGA Tour in 2004. Zach begins 2018 with 12 PGA Tour victories to his name, including the illustrious Open Championship (2015) and Masters (2007). He has also represented the U.S. in five Ryder Cups and four Presidents Cups.

A native of Cedar Rapids, Iowa, where Transamerica and Aegon USA have a significant employee presence, Zach and wife, Kim, have established the Zach Johnson Foundation, a non-profit organization dedicated to helping children and families in Cedar Rapids lead happy, healthy lives. Kids on Course is one program that provides tutoring, enrichment, parent engagement strategies, and health support to put students on course to graduate from college.

Kyle Stanley

Transamerica has supported Kyle Stanley since he turned pro in 2009. One of the rising stars of the PGA Tour, Kyle is fresh off his second career Tour victory at the 2017 Quicken Loans National. Kyle was a standout at Clemson University, establishing 18 individual scoring records, was a three-time All American, and won the Ben Hogan Award for the best golfer in college. 

Azahara Muñoz

Azahara “Aza” Muñoz has worked with Transamerica since 2013. She joined the LPGA Tour in 2010, the same year she was named LPGA Rookie of the Year. A native of Spain, Aza is a five-time Ladies European Tour winner, and has represented Team Europe in three Solheim Cups.

Stewart Cink

Stewart Cink joined Team Transamerica toward the end of 2017. Stewart is a six-time PGA Tour winner, including a dramatic playoff victory at the 2009 Open Championship in Scotland, and has represented the U.S. in five Ryder Cups, four Presidents Cups, and two World Cups.

Visit the Team Transamerica site

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, began sponsoring the Colorado Rapids of Major League Soccer, in addition to star goalkeeper Tim Howard.


Tim Howard, Colorado Rapids

Since Major League Soccer formed in 1996, two years after the United States hosted its first ever FIFA World Cup tournament, the Colorado Rapids have appeared in two MLS Cup finals, winning its only championship in 2010. MLS continues to grow in teams and talent, giving Transamerica opportunities to activate in 23 cities across the U.S. and Canada.

Tim Howard is one of the most recognizable and popular stars in U.S. soccer, captaining both the Rapids, the U.S. Men’s National Team, and having previously starred with Manchester United and Everton in the English Premier League.

The Colorado Rapids actively support soccer and their community in Denver, which is also home to one of Transamerica’s largest offices. 



Having our name across the Colorado Rapids has really helped us stake a flag in Denver as our home. Our employees enjoy taking their families out to the soccer games, and wearing their Rapids gear with pride.

Frank Sottosanti Chief Marketing Officer for Transamerica



Cultural sponsorships

Aegon sponsors hundreds of local initiatives in the markets where we operate, as well as a number of cultural institutions in and around The Hague, the location of our head office.

Nederlands Dans Theater

Aegon has sponsored the Nederlands Dans Theater (NDT) for over a decade. Its talented choreographers and dancers create amazing performances that innovate and inspire. They work seamlessly together to exceed audience expectations.

As a company we share these values, particularly our drive to exceed expectations. Our talented and passionate colleagues around the world go the extra mile. They're flexible and their sense of commitment ensures we deliver what our customers expect - or more. Like dancers in a finely tuned choreography, we work together with respect across disciplines, across borders and with partners across the value chain.

Our partnership with the NDT is one of a number of cultural sponsorships focusing on modern visual art. Supporting innovation in art, and making it accessible and relevant for today's audience is something we value. We are on a similar journey with our businesses across the globe.

Watch the video
NDT and Aegon — 10 years of working together

Visit the NDT website

Beelden Aan Zee Museum

Aegon is regular sponsor of international guest exhibitions at the Beelden Aan Zee (Sculptures at The Coast) Museum in Scheveningen, just a few kilometers from Aegon’s Head Office.

Beelden Aan Zee is the only museum in The Netherlands that focusses exclusively on modern sculpture. The collection is made up of more than one thousand sculptures, one thousand plaster models and several hundred medals. The collection varies from portraits to monumental, larger-than-life-sized sculptures.

In 2015, the Museum introduced a program that is close to Aegon's heart: an art program specially developed for people with Alzheimer and other forms of dimension and their care givers. In a relaxed and positive atmosphere, specially trained guides provide information about a number of sculptures.

The museum also runs a full range of educational programs for schools and children of all ages. During workshops children learn about the different aspects of sculpture, as well as hands on experience of working with different materials.

Visit website

John Adams Institute

The United States is Aegon’s largest market, served by its popular brand Transamerica. This strong connection made The John Adams Institute – an independent podium for American culture in the Netherlands – an obvious choice.

The John Adams institute invites the best and the brightest from a multitude of disciplines – novelists, politicians, historians, scientists, screenwriters, poets, photographers and tech wizards – to the Netherlands to talk about their work, their thoughts, their insights.

As a main sponsor of the John Adams Institute for almost 30 years, our diverse mix of employees and business partners are able to benefit and learn from these inspiring and education events.

With immigration, diversity, and national identity being major topics of debate in the Netherlands, it is all the more valuable that the John Adams Institute bring American perspectives to the Dutch public and Aegon employees.

Read about John Adams events on


Visit the John Adams Institute website

Research partners

The Aegon Center for Longevity and Retirement's conducts research into longevity, population aging, and retirement security. This research is used to raise awareness among the public and policy makers. The Center works closely with a number of partners in the field of ageing and retirement. 


In 2016, Aegon become a bronze sponsor of the OECD Forum. This enabled us to join the global debate about the need for people to prepare for retirement and present the results of our 2016 Aegon Retirement Readiness Research. The sponsorship has been extended for the 2017 OECD Forum.

Global Coalition on Aging

In 2010, Aegon became a founding member of the Global Coalition on Aging, which seeks to raise awareness of aging issues among policymakers and the general public. A major aim of the coalition is to transform the way we think and speak about aging: replacing the familiar rhetoric of 'problems' with a more positive discussion of 'possibilities' and 'opportunities.'

Leyden Academy on Vitality and Ageing

Leyden Academy on Vitality and Ageing was established in November 2008 by Vereniging Aegon. Vereniging Aegon is a majority shareholder of Aegon, and represents the direct and indirect interests of Aegon N.V. and stakeholders in a balanced manner.

Leyden Academy on Vitality and Ageing is committed to delivering a high-quality, academic standard and international level of education and training, while participating actively in research and initiating developments in the field of vitality and ageing. Leyden Academy believes that an integrated, holistic approach is essential to achieving its core mission: to promote and improve the quality of life for the elderly.

Art collection

In the 1950s Aegon commissioned artists to work on special pieces. This tradition has continued, often supporting up-and-coming artists to get their 'big break'. In 1985, Aegon commissioned an impressive work of art by Peter Struycken. Its 5,000 colored aluminum spheres now grace our Head Office atrium in The Hague.

A number of pieces from Dutch artist Nicolas Dings, are part of Aegon's permanent collection. We also hosted a more extensive exhibition of his work at our headquarters

Aegon's art collection is by no means an exclusive affair for experts and enthusiasts. One of our most recent commissions, the Essential Collection, uses video to provide an insight into a selection of fascinating lives.

The Essential Collection

Martin and Inge Riebeek were commissioned by Aegon to produce ‘The Essential’ collection. Over a number of years this has resulted in a series of remarkable video portraits that provide a fascinating insight into people's lives.

Screen shot from Aegon's Essential Collection

Giselle was born in Miami but raised in Venezuela. She's still looking for unconditional love.

Something that's made a lasting impression on them ... somebody who is essential in their lives ... an event that shaped who they are today ... what they long for most. Their lives are documented in a one-minute take.

The format is simple and shot in a single take: a person walks up to a fixed camera, looks into the lens and tells their story. It's just the camera and the reality of the person and his or her story.

The tone is different from their previous video project 'Imagine Being There', when they asked people to describe their paradise. In this case people were sharing their desires, but here they explain what has happened to them.

It's moving to see just how open people are in front of the camera. Especially when you consider the fact that they met Martin or Inge simply by chance out on the street. And that this encounter never lasted more than a few hours, including perhaps four or five takes.

People share stories normally reserved for their close friends.


The selection, made by Inge and Martin when they returned from their travels, provides us with a glimpse of 'the other' and of what is essential to him or her. According to the philosophy of Emmanuel Levinas, 'the other' gives meaning to our existence. Through their work, they give us a glimpse of the essence of our own being.

Watch a selections of films from the Essential Collection.