Allianz in golf deal

General insurer Allianz is to sponsor the St Andrews Links Trophy tournaments as part of partnership with golf’s most famous course.

The three-year deal with the St Andrews Links Trust, which manages the seven golf courses at the Links including the legendary Old Course, is the first such deal in the “Home of Golf’s” 600-year history.

As part of the deal, an Allianz Tournament is planned at the recently opened Castle Course.

The deal is timely for Allianz as it looks to build its brand profile in the UK. The Old Course will stage the 28th Open Championship next year, one of the highest profile tournaments in the gold calendar.

The annual pro-am Alfred Dunhill Links Championship is also staged over the Old Course.

The agreement comes as the insurance firm is reportedly readying a review of its global creative and media accounts. Pitches are believed to be taking place in June with partnerships from WPP and Group M understood to be involved.

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