Staff WriterIf you thought golf sponsorships were just about slapping logos on hats, the Aon PIF London Championship at Centurion Club is here to set you straight. This weekend’s tournament isn’t just another line on the Ladies European Tour calendar—it’s a full-throttle showcase of women’s golf, global ambition, and a healthy dash of Vision 2030 optimism.
Golf Saudi confirmed that global professional services heavyweight Aon has signed on as official partner for the event, which began Friday and wraps up Sunday.
The alliance isn’t just a handshake over coffee—it’s a deliberate, strategic push to empower female athletes and push women’s golf further onto the world stage.
On Saturday, Sattam AlShahoub, Deputy CEO for Aon in Saudi Arabia, and Dalya Katoah, Golf Saudi’s Chief Marketing and Demand Officer, made it official with a signing ceremony worthy of a back-nine birdie.
And they’ve picked quite the stage. The Aon PIF London Championship boasts a field so glittering you’d half expect the fairways to come with a red carpet: Celine Boutier, the world No.17 and Golf Saudi ambassador; Anne Van Dam of the Netherlands, known for her howitzer drives; Denmark’s Emily Pedersen, who won the Saudi Ladies International in 2020; and Solheim Cup regular Carlota Ciganda, fresh off a Meijer Classic victory and a 2024 season-ending win in Spain. London is the third stop on the PIF Global Series tour this season, following high-profile outings in Saudi Arabia and South Korea.
“We are proud to be supporting the advancement of women’s golf on the world stage and helping to generate the visibility the sport deserves. Best of luck to all the inspirational women taking part.”
Julie Page, CEO for Aon’s Europe, Middle East and Africa region
Aon and Golf Saudi’s collaboration plugs directly into Saudi Arabia’s Vision 2030 master plan—using sport not only as a platform for performance but as an engine for economic diversification, tourism growth, and better quality of life.
Samer AlFayez, CEO for Aon in Saudi Arabia, made no bones about the wider ambition: “This collaboration underscores our worldwide support of women’s golf, but also our commitment to Vision 2030.
We believe in the power of sport to inspire positive change and international engagement and look forward to contributing to Saudi Arabia’s growing legacy in global golf and supporting the nation’s transformation journey.”
Golf Saudi’s role goes beyond organising tournaments. Through the PIF Global Series, they’ve built a blend of elite competition and grassroots outreach—running on-site activities, community events, and initiatives designed to inspire women and girls of all abilities to pick up a club, whether they’re chasing a career on tour or just fancy hitting a few at the range.
As Noah Alireza, CEO of Golf Saudi, put it: “This partnership with Aon reflects the kind of global collaboration that aligns with Golf Saudi’s ambition to drive impact through sport.
Women’s golf is not just gaining momentum—it is defining a new era of growth, excellence, and opportunity. Through the PIF Global Series, and with committed partners like Aon, we are not only elevating the professional game, but creating pathways that connect Saudi Arabia’s vision with global progress.”
And for Dalya Katoah, the mission is clear: “Anchoring golf in Saudi Arabia is about more than building courses — it’s about embedding the sport into our culture, creating pathways for local talent, and ensuring women’s golf is a visible and celebrated part of our national story.
Partnerships like this with Aon help us connect that vision to the global stage, showcasing Saudi Arabia as both a home for the game and a driver of its future.”
In other words, the Aon PIF London Championship isn’t just another weekend of golf—it’s a statement.
A message that women’s golf has moved from the fringes to the front row, and it’s not planning on leaving any time soon.
For more details on the event, visit www.pifglobalseries.com.
