For insurance professionals there’s a number of ‘unmissable dates’ in their calendars – for many, the BIBA Conference, the Airmic Conference, the Women in Insurance Summit. For a growing number there’s another event making its way into their hearts, minds and, increasingly, their diaries – the Sterling Cup.
Organised by Sterling Insurance (part of the Adrian Flux Group), the annual event brings together people from across the insurance ecosystem, and recently celebrated its fourth outing with record-breaking results. Eighty-four (84) golfers took part in the 2024 Sterling Cup which raised £17,500 to support cancer charities Archie’s Journey, Helen Rollason, Macmillan and Maggie’s, beating its previous best of collecting £15,000 and involving 80 golfers.
Discussing the Sterling Cup, Peter Cook, its organiser and a manager at Sterling Insurance, noted how the event has now seen £54,500 donated to charitable causes, and serves as testament to the “incredible generosity” of the market. The Sterling Cup has always been about bringing the insurance industry together to make a positive impact, he said, and this year was no exception.
“The 2024 edition was inspired by the overwhelming success of previous years and the fact that the golfers all wanted to come back and join in again,” he said. “The aim of the event was not just matching but surpassing what we’ve achieved before. Our strong partnerships with the charities and the incredible enthusiasm from participants ensured it all came together, and we once again raised a great amount for the worthwhile causes.”
Sharing some of his own standout memories of this year’s challenge, he said there was no shortage of highlights.. “The friendly yet competitive spirit during the matches was infectious, and the atmosphere afterward was a real buzz as we had Ben [Hensel] from Golf Event Photography there, which really topped the day off!”
No conversation about the Sterling Cup would be complete without mentioning the young hero that kicked it all off – Archie Wilks, for whom the inaugural event raised £10,000 to send to America for specialist care following his diagnosis of neuroblastoma in January 2019. Subsequent years have raised funds for treatments to prevent the return of the cancer and Wilks is the guest of honour each year. For Cook, seeing Archie on the stage with his dad speaking about the progress he has made was a particularly moving standout moment.
Comparing the year with previous iterations, he highlighted that having more participants really added to the energy and excitement of the day. “Each year, the event grows in size and impact especially with help from our main sponsors – Strategic , Prestige, Ageas , Markerstudy, and Vivo – yet we maintain the same close-knit, community-driven atmosphere that’s been a hallmark since the first Sterling Cup.”
The charity selection of the event is always a careful consideration, he said, as the team take real care to make sure it remains “deeply personal and community focused.” Archie’s Journey remains close to their hearts due to its connection with his father working for the company, he said, while Helen Rollason and Maggie’s were chosen for the incredible support they provided to some staff’s family that have been affected by cancer. “We aim to make a tangible difference to people’s lives, and these charities reflect that mission.”
What has been especially fantastic to see, he said, is how the insurance industry has come together to support this cause which ties into his own conviction that there’s a natural alignment between insurance, charity and serving the needs of your community. “Insurance is about providing security and peace of mind, which aligns seamlessly with the work of charitable organizations. Both aim to support individuals and families in times of need, and events like the Sterling Cup show how our industry can come together to serve the broader community beyond our day-to-day roles.”
With the success of this year’s golf challenge still fresh in his mind, Cook is balancing reflecting on its impact with thinking about what’s next. For those who attended this year, his message is clear – “thank you for your incredible generosity and enthusiasm, you made it our best yet.” For potential attendees, he advised that they don’t miss out on next year’s event. “It’s a fantastic day of golf, networking, and most importantly, making a real difference,” he said. “We’d love to see you at the 2025 Sterling Cup on Thursday, September 11, so mark your calendars!”
