Aon is making a major marketing splash in golf with a sponsorship deal with both the PGA Tour and LPGA that includes an eye-popping $1M prize to a player from each tour as part of the newly created Aon Risk Reward Challenge. The season-long competition is the major component of the eight-year deal and will be open to players on both tours, though specific participation details must still be finalized. It calls for players on both tours to accumulate a season-long score from one selected “strategically challenging” hole across 28 PGA Tour events and 30 LPGA tour events beginning with the '19 season. The Aon Risk Reward Challenge will be held in each year of the deal and also will be featured during PGA Tour broadcasts on CBS, as well as LPGA broadcasts on Golf Channel.
Financial terms of the sponsorship were not disclosed, but the deal represents a significant new investment in golf from Aon. The London-based consulting firm already has an array of global sports sponsorships, but until now limited its financial involvement in golf mostly to hospitality.
