Momentum, the integrated agency, has been appointed by financial services company Genworth Financial to work on its sponsorship of the European golf tour. Genworth signed a five-year deal to sponsor the tour’s statistics programme in April in a bid to build its brand.
Momentum will work with Genworth to “activate” the sponsorship, which includes on-air, online and on-course branding opportunities. It is not known whether it had to pitch for the business.
The statistics programme, which is now in its tenth year, provides players with an analysis of their performance in all Order of Merit tournaments. Profiles of every shot played during the course of a season are also available.
Genworth Financial international brand director Javier Diez-Aguirre says: “We’re always looking at ways we can better reach our clients and set ourselves apart from our competitors. It’s a well-known fact that many of our core business clients are also keen golfers and we see an association with the European Tour as a good way to build recognition of our company name.”