Aberdeen Asset Management PLC is taking a putt to boost its global brand.
The manager is the newest sponsor of the Scottish Open, now renamed the Aberdeen Asset Management Scottish Open. In 2012, the tournament will be played at Castle Stuart Golf Links near Inverness, Scotland, July 12-15.
“Obviously, Scotland is where golf originated but is now played around the world,” said Martin Gilbert, CEO of Aberdeen Asset Management, Aberdeen, Scotland. That “is similar to Aberdeen AM's development — founded in Aberdeen in 1983, and now with operations and clients around the world.”
The tournament will be broadcast in the U.S., which is a key market for Aberdeen AM “given it is home to nearly 50% of the world's wealth,” Mr. Gilbert said. About 18% of Aberdeen AM's assets under management currently comes from U.S. clients.
“As well as looking to raise our profile through such initiatives as the Scottish Open, we are also strengthening our distribution team with the addition of product specialists” focusing on emerging markets fixed income and real estate, said Mr. Gilbert, who's a golfer himself and has a handicap of 13. “If I had more time, it could be better.”