Tottenham Hotspur signs £100m Asia-focused shirt sponsorship deal with AIA

Tottenham Hotspur has agreed a £100m shirt sponsorship deal with insurance company AIA, as part of a plan to target the Asia-Pacific region.

Tottenham Hotspur: signed £100m deal with insurer AIA
Tottenham Hotspur: signed £100m deal with insurer AIA

The deal, which will start next season, sees the AIA move from being the cup shirt sponsor to the main sponsor in all competitions until 2019.

It is planned that the partnership will provide a platform for both organisations to work together to grow brand awareness in key markets across the Asia-Pacific region. 

To support the growth of AIA's own base of customers across Asia, the club, which is battling for a Champion League spot, will become a key component of AIA's future marketing and customer engagement strategies. Club ambassadors such as Ledley King and Ossie Ardiles will make regular visits to AIA's markets, to support a host of co-branded initiatives for company staff, agents, customers and charitable partners. 

Tottenham Hotspur's global coaching team will also deliver elite coaching programs and associated activities to support AIA's key objectives of promoting health and well-being and increased participation in sport in the Asia-Pacific region.

Additionally, the club’s award-winning charitable foundation will share ideas and philosophies with AIA to help improve the lives of underprivileged young people across the Far East region.

Daniel Levy, Tottenham Hotspur chairman, said of the partnership: "Together we share long-term ambitions across Asia, a region where the club has seen significant growth in recent years, and this extended partnership with AIA, one of the leading companies in the Asia-Pacific region and a clear market leader in their industry, will further help to support our objectives and engage with our supporters across the region."