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AIA recruits David Beckham to promote healthier lifestyle for its life insurance programme

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By Tony Connelly | Sports Marketing Reporter

March 28, 2017 | 3 min read

Pan-Asian life insurer AIA group has announced David Beckham will become its new global ambassador.

As part of the multi-year agreement the former Manchester United and Real Madrid footballer will feature in a series of advertising campaigns for the group’s wellness platform AIA Vitality.

David Beckham

David Beckham will front AIA's Vitality marketing activations

Beckham will also appear at several of AIA’s community and business events for its customers, agents, partners and employees.

“Joining the AIA family was an easy decision for me,” said Beckham. “I am a passionate believer in the value of wellness and maintaining a healthy lifestyle and I share AIA’s commitment to encourage people to take charge of their health.”

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AIA’s group chief executive, Ng Keng Hooi, added: “David is a natural fit with AIA as we pursue our purpose to play a leadership role in the social and economic development of the communities we serve and in doing so, helping millions of people across the Asia-Pacific region to live longer, healthier, better lives.”

AIA’s Vitality health insurance programme offers its members a range of benefits around health and wellness initiatives and activities including premium discounts on their insurance policies and gym memberships.

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