PGA Tour and LPGA have entered a multi-year partnership deal with Aon plc, global professional services firm headquartered in London, to launch Risk Reward Challenge with an equal $1 million prize money to the winner of the men’s and women’s leaderboard.
The season-long Aon Risk Reward Challenge will highlight the world’s best professional golfers as they tackle the most strategically challenging holes across both the PGA Tour and LPGA schedules. The player from each Tour on top of the Aon leaderboard at the end of the regular season will each receive $1 million in prize money, states the official joint release.
The winners from each Tour will receive the Aon Trophy and $1 million in prize money.
Aon being the Official Marketing Partner of both tours will receive the following designations under the terms of the agreement: the “Official Risk, Retirement and Health Advisor of the PGA Tour” and the “Official Professional Services Firm of the LPGA.”
Greg Case, Chief Executive Officer, Aon, said, “At Aon, we use proprietary data and analytics to advise our clients and provide the insights they need to stay a step ahead of the competition. The same is true in golf, where players must take calculated risks that improve their performance. We are excited to showcase the best strategic decision makers from across the world of golf through the Aon Risk Reward Challenge.”
The Aon Risk Reward Challenge will be brought to life through a multi-platform strategy that includes broadcast integration with CBS and Golf Channel, the use of PGA Tour and LPGA digital platforms, and the opportunity for Aon to bring clients and colleagues inside the ropes with exclusive experiences and business networking events around the world.
PGA Tour Commissioner Jay Monahan said, “We are extremely pleased to welcome Aon as our newest Official Marketing Partner and to align with a globally respected brand that we know will be a tremendous asset to our business. The Aon Risk Reward Challenge is an authentic fit for our sport that will resonate with players and fans while providing Aon an intuitive way to reinforce how their firm creates value for its clients.”
The PGA Tour and LPGA entered into a strategic alliance in 2016 designed to further promote the growth of golf. Aon will collaborate with both Tours to create a season long program that spans the sport, and both Commissioners are hopeful that they will continue to see examples of such collaboration.
LPGA Commissioner Mike Whan said, “We are thrilled to welcome Aon to the LPGA family of partners. The Aon Risk Reward Challenge will bring an exciting new season-long competition to our Tour with a very significant $1 million prize for our winner. The fact that Aon is providing equal prize money for the men (PGA Tour) and women (LPGA) has made a huge statement to our players, and we couldn’t be more appreciative.”