Insurer AXA Scores Landmark Asian Deal With Golfer

Insurer AXA has expanded its sports sponsorship portfolio by securing an endorsement deal in Asia and Africa with Japanese-Filipina professional golfer Yuka Saso, winner of the 2021 US Women’s Open. The 20-year-old golfer is currently ranked eighth in the world.

AXA mentioned that Saso exemplifies its tagline “Know you can”, after having been recognised as the youngest ever to win the US Women’s Open. The sponsorship, AXA added, also underlines its commitment to celebrating women in sports.

“Yuka Saso is someone we have always admired,” said Gordon Watson, CEO of AXA Asia and Africa. “As a young Asian female professional golfer of dual nationality, she has risen to the top through hard work, determination and the tenacity to succeed.” 

“Today, we are proud to partner with her in her journey to show all young Asian women that effort and self-belief can make anything possible, exemplifying how confidence can give one the capacity to go further. Her passion, authenticity and grounded attitude set her apart and we look forward to enabling her long-term development.”

Saso became the darling of the golfing world when she won the 2018 Asian Games and 2019 Junior PGA Championship. She turned professional in November 2019 and was lauded for her consistency by clinching top-10 finishes at five LPGA tournaments this season, as well as at the 2020 Tokyo Olympics, where she finished ninth.

“Having been in discussions with AXA since early this year, I am grateful for their interest in supporting me, which strengthened my confidence to perform,” Saso said. 

“Preparing for the US Women’s Open made me realise the difference it makes when you have a strong support network, and that has only become more true as I strive to stay grounded for the next stage of my career. Now, through our shared appreciation for the role of confidence and self-belief, I hope to be able to inspire other young women in Asia to achieve success in the world of sport and beyond.”

This is the latest among AXA’s burgeoning investment in sport sponsorships, including Liverpool FC as official training partner and the NBA as official insurance partner (in the Philippines).