Retirement Brands Tee It Up at The Masters with New Sponsorship Deals
Wondering who to root for in The Masters this week?
If you’re in the retirement industry, you might want to consider pulling for Jason Day or Cameron Young, who each recently inked sponsorship/endorsement deals with retirement-focused firms TIAA and Empower, respectively, and will be wearing hats or shirts prominently featuring their logos.
While Empower saw a near immediate payoff to its investment with Cameron Young winning The Player’s Championship on the PGA TOUR in March, it was just this week on the eve of The Masters that TIAA announced its partnership with Day.
“Partnering with TIAA feels right because we share a belief that everyone deserves a secure financial future.”
Jason Day
The former major champion (2015 PGA Championship) and 13-time PGA TOUR winner was named as TIAA’s inaugural Golf Ambassador. The partnership reflects TIAA’s commitment to expanding awareness of retirement security, reaching new and younger audiences by aligning with one of golf’s most innovative, influential, and culturally resonant figures, the firm said in a press release this week.
“Partnering with TIAA feels right because we share a belief that everyone deserves a secure financial future,” said Day. “I’ve worked my whole career to build something lasting: for myself, for my family, and for the next generation. TIAA is doing that same work for millions of people, and I’m proud to help bring that message to a new generation.”
Day’s influence extends far beyond the leaderboard, with a combined social media following of more than one million and a popular YouTube channel, The Lads, cultivating a loyal audience of younger fans who reflect golf’s own demographic evolution—and the next generation of workers TIAA is committed to serving. Day has built his career on tenacity, discipline, and a relentless focus on the long game. Together, TIAA and Day will inspire individuals to bring that same mindset to their financial futures, taking steps today to help build the security they deserve tomorrow, Monday’s press release went on to say.
“Jason Day is not only one of the most accomplished players of this generation, but also part of a movement reshaping what golf looks and feels like,” said Micky Onvural, Chief Marketing and Communications Officer at TIAA. “Jason has helped bring the game to new audiences, making it more accessible, authentic, and exciting for younger fans. He has faced setbacks, risen above them, and continued to compete at the highest level, and that spirit of perseverance is exactly what connects him so naturally to TIAA’s mission and to the people we are proud to serve.”
TIAA and Day will collaborate across a range of brand initiatives, digital content, and engagement opportunities throughout the partnership. Notably, Day will wear TIAA’s logo on his apparel at all PGA TOUR events, officially debuting the partnership at The Masters, April 9-12, 2026.
Day has already been ruffling the feathers of the powers that be at Augusta National Golf Club this week with his scheduled outfit choices provided by his apparel sponsor Malbon Golf. A rather busy bird motif drew the ire of the club during a Monday practice round and bird-adorned rain pants were reportedly banned. Day was memorably asked to take off a “loud” vest during a Masters round in 2024.
Day has two top-10s in seven starts in 2026 and is coming off a T6 finish at the Texas Children’s Houston Open two weeks ago. In 14 career Masters starts, he has five top-10 finishes, including a T8 in 2025.
Young wins ‘fifth major’ in Empower hat
While the Day deal went down this week, Empower announced its agreement with 28-year-old American golfer Cameron Young in early January—just weeks before his biggest PGA TOUR victory to date in The Players Championship.
With all eyes on him (and his Empower-logoed hat), Young birdied the famed par-3 17th hole after hitting his nerve-wracking tee shot to within 10 feet on the island green and sinking the putt. He immediately followed that up with a 375-yard drive—the longest ever recorded on the daunting, water-lined 18th hole at TPC Sawgrass—at a point where he was tied for the lead tied for the lead on the 72nd and final hole of the tournament. That helped him par the hole to win by a shot over Matt Fitzpatrick in what is frequently acknowledged as the “fifth major” beyond the U.S. Open, the British Open, the PGA Championship and of course The Masters.
Young, who also has endorsement deals with Mutual of Omaha and iCapital, among others, enters The Masters as the third-ranked player in the world, and is the seventh-biggest betting favorite to win this year’s event according to DraftKings.
Other sponsored players to watch
Young isn’t the only player who will be sporting the Empower logo during The Masters this week—which annually features the most exclusive field in golf. He is joined by World Golf Ranking #34 Kurt Kitayama and World #120 Davis Riley.
Two-time PGA TOUR winner Kitayama is making his third Masters start in 2026 while Riley is making his second Masters start in 2026. He shot 69 in both the second and final rounds last year at Augusta National to finish inside the top 25 in his Masters debut.
Meanwhile, the folks at Transamerica will no doubt be rooting for Zach Johnson, who the firm began sponsoring back in 2004. He won the 2007 Masters, the 2015 British Open Championship, and has won 10 other PGA TOUR events. Johnson is making his 22nd Masters start in 2026, with his tie for 8th performance last year being his best in The Masters since his 2007 win.
Retirement services company Athene has a partnership with World #35 Patrick Cantlay, who will be making his 10th Masters start in 2026. He has been part of United States teams in each of the past three editions of the Ryder Cup and Presidents Cup.
Kansas-based retirement products firm Security Benefit Life Insurance Company is a sponsor of World #52 Gary Woodland, who is making his 13th Masters start this week. Woodland is fresh off a five-stroke PGA TOUR victory at the Houston Open in late March, continuing to compete while overcoming health challenges, including brain surgery and PTSD. He is the 2019 U.S. Open Champion.
Guarantee Trust Life sponsors World #50 Brian Harmon, making his eighth Masters start in 2026. After winning The British Open in 2023 at Royal Liverpool, he went on to represent the United States in both the 2023 Ryder Cup and 2024 Presidents Cup. His other wins include the 2014 John Deere Classic, the 2017 Wells Fargo Championship, and the 2025 Valero Texas Open.
The Masters tees off Thursday morning at Augusta National Golf Club in Augusta, Ga., concluding on Sunday afternoon.
SEE ALSO:
• Golfer Cameron Young Inks Endorsement Deal with Empower
• Celebrities Take Over Tahoe for American Century Championship
Veteran financial services industry journalist Brian Anderson joined 401(k) Specialist as Managing Editor in January 2019. He has led editorial content for a variety of well-known properties including Insurance Forums, Life Insurance Selling, National Underwriter Life & Health, and Senior Market Advisor. He has always maintained a focus on providing readers with timely, useful information intended to help them build their business.