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Insurance group AIG is marking continuity as title sponsor of the Women’s Open for a third straight year with the release of a new campaign. The third edition of what has become an annual AIG Allies spot highlights the power and benefit of allies in sport, showing that behind every sport star lies a network of friends, mentors and supporters.

AIG is transporting viewers from the golf course to the boardroom in a series of promotional spots trumpeting its sponsorship of the Women’s Open.

Returning for a third straight year of sponsorship, AIG is running inspirational messages centred on its expertise in international finance and insurance to extend the concept of allyship to the future with a look at how data, insights and confidence can help to better manage risks and open up new opportunities. 

Built around the tagline ’Your Ally From Now to Next’, the forward-looking commercials invite comparison with the success of past AIGWO winners and AIG ambassadors Georgia Hall and Sophia Popov, who serve as the motivational face of allyship across the worlds of sport and business.

AIG has sanctioned a ’meaningful’ increase to the prize pot available for this year’s Women’s Open, held by the Royal & Ancient in Carnoustie from August 19-22, to help promote gender equity and advance opportunities for female golfers.