Aviva Canada Inc. has announced that it is engaging in a multiyear partnership with the iconic tennis star Genie Bouchard, in addition to sponsoring the Rogers Cup and obtaining naming rights for the tennis center at York University.
Bouchard is considered the 11
th best tennis player by the Women’s Tennis Association (WTA), and she was the first Canadian to reach the Grand Slam Finals at Wimbledon.
“We’re proud to have a brand that is recognized by Canadians as caring for what’s important to them and their communities,” Aviva Insurance Company of Canada President Sharon Ludlow said in a statement. “And now for us to be associated with a phenomenal athlete and personality such as Genie, a world-class national organization like Tennis Canada, and a globally recognized event like Rogers Cup, this is a great day and an honour for
Aviva Canada.”
The facility, now named Aviva Centre, will host up to 150,000 fans for such events as ATP and WTA championships. It will also serve as the training ground for top youth programs.
These objectives align closely with the goals of Aviva Canada’s president and CEO Sharon Ludlow, who arrived at the organization from
Munich Re in 2014. Ludlow holds board positions with various non-profit groups, and is an active volunteer for the Junior Achievement of Canada.
In that vein, the insurer has partnered with Toronto Kiwanis Boys and Girls Clubs in the past, and believes that community involvement should be a business priority. This helped attract Bouchard to this sponsorship opportunity.
“What Aviva has achieved with their community fund for the last six years is fantastic,” she said. “The work that the Aviva Community Fund has done made it an easy decision for me to want to partner with Aviva, and I am looking forward to the difference I can help make in Canadian communities.”
