AEGON’s sponsorships

AEGON sponsors a number of individuals and sporting organizations as part of efforts to strengthen the company's brand and name recognition in both its established and emerging markets. In 2009, AEGON spent EUR 25 million on these sponsorships [1].

AEGON uses its financial support in this way to encourage talent and excellence in sport, culture and classical music.

In sport, AEGON is the lead sponsor of the Dutch club Ajax, one of the best known names in European soccer. The company also supports rowing in the Netherlands and ice skating in both the Czech Republic and the Netherlands. In 2008, AEGON also became the lead sponsor of British tennis, while AEGON and its US subsidiary Transamerica support the US golfer Zach Johnson, winner of the 2007 US Masters.

In music, AEGON has a partnership with Lang Lang, one of the world's most celebrated concert pianists, and a superstar in his native China.

In recent months, AEGON has adopted a more coordinated approach, in particular examining ways of using the company's sponsorships to increase name recognition outside traditional markets.

[1] This figure excludes activation costs.