AEGON UK has introduced a new strap line: ‘Be ready for life’, to help develop its brand proposition as it enters its second year as lead partner of British Tennis, which includes sponsorship of the AEGON Championships at Queens Club, London, 7 – 13 June.

AEGON will be highlighting the new strap line with a summer advertising campaign, in the Daily Telegraph and Times and Sunday Times newspapers running throughout the British grass court tennis season, from the AEGON Championships at Queens Club in June, through to the Wimbledon Grand Slam. The campaign will also include sponsored advertising break bumpers during the Eurosport broadcast coverage of the AEGON sponsored grass court tournaments in June.

The summer campaign will feature talented young players from the AEGON FutureStars programme, which supports the top 400 promising young tennis players in the UK.

Jayne Ponzio, head of brand, sponsorship and communications at AEGON UK, said: “Before choosing the final strap line we used independent research to test a number of different options. The ‘Be ready for life’ strap line came out on top and the feedback from financial advisers and customers has been that it is a positive