FM has added 21-year-old LPGA Tour player Lottie Woad (pictured) to its roster of sports ambassadors.
The commercial property insurer said Woad’s inclusion aligns with its ongoing collaborations with professional athletes and golf organizations designed to promote awareness of science- and research-based approaches to property risk management. The partnerships also support FM’s outreach to students and young professionals interested in technical and engineering fields.
As part of the agreement, Woad will display FM’s logo on the front of her hat during all LPGA Tour and global golf tournaments. Her first appearance under the partnership will be at the ANNIKA driven by Gainbridge at Pelican tournament on November 13. She will also participate in selected FM client and employee events.
Woad turned professional earlier this year and won the ISPS HANDA Women’s Scottish Open, her first tournament as a pro. The England native joins LPGA Tour player Megan Khang and PGA TOUR golfer Rory McIlroy as FM brand ambassadors.
"Becoming part of the FM team as their newest ambassador is incredibly exciting, especially as I've seen firsthand how committed the brand is to supporting women's golf and the game overall," said Woad. "FM's focus on resilience and performance aligns closely with my values, and I'm proud to represent a brand dedicated to advancing opportunities for the next generation of athletes."
The insurer’s sports partnerships have expanded in recent years. In late 2023, FM entered a five-year agreement with the LPGA to host the FM Championship. It later added sponsorship of top-ranked golfer Megan Khang in February 2024. In September 2024, the company partnered with Boston Common Golf, one of six teams in TGL presented by SoFi. FM also signed an agreement with PGA TOUR player Rory McIlroy in January 2025. McIlroy, a co-founder of TGL and co-owner of Boston Common Golf alongside Fenway Sports Group, completed the career grand slam after winning the Masters in April 2025.
FM’s growing presence in golf sponsorship reflects a broader trend among insurers globally, who are leveraging the sport’s prestige and broad audience to build brand recognition and foster community engagement. Several other major insurers have established high-profile golf partnerships, including:
These partnerships not only provide visibility for insurers but also align their brands with values such as excellence, resilience, and community involvement. Many insurers use golf sponsorships to engage clients, reward employees, and support charitable causes, further strengthening their industry reputation.
