The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Football Sports Marketing Premier League

Tottenham Hotspur renew shirt sponsorship with AIA as the club looks to grow Asian fan base


By Tony Connelly, Sports Marketing Reporter

May 25, 2017 | 3 min read

Tottenham Hotspur have renewed their shirt sponsorship agreement with life insurance company AIA Group in a deal that will allow the club to strengthen its presence in Asia.


The AIA Group will continue to front Spurs' kit until 2022

The long-term extension sees AIA promoted to a global principle partner and ensures its branding will continue to feature on Spurs’ kit until 2022.

Financial details of the deal have not been released, however the London Evening Standard claims the Premier League club will receive more than the £16m annual sum it earned through the previous deal which commenced at the beginning of the 2013/14 season.

AIA’s status as one of the largest Insurance firms in the Asia-Pacific region will go some wau to helping Spurs maintain and grow their fanbase in the region and is expected to result in more summer tours taking place in Asia.

“We look forward to continuing to work closely with AIA in the coming years as we look to further support the objectives of both organisations in the Asia-Pacific region,” said Daniel Levy, chairman of Tottenham Hotspur.

He added: “The renewed partnership comes at a significant time in the club's history with a new world class stadium currently under construction. We shall be proud to wear the AIA name on our shirts when we walk out on to that pitch for the first time.”

Ng Keng Hooi, chief executive and president of AIA Group, said: “Expanding our partnership with Spurs will enable more frequent and innovative activities for our customers, agents, employees, as well as others in our local communities, to interact with the Spurs players, coaching and support staff on the ground in Asia.

“We look forward with great anticipation to our shared success on and off the field over the coming years as we continue to help our customers live longer, healthier, better lives.”

The club’s new world class stadium is currently under construction and their partnership with the NFL will allow them to learn from the league’s behemoth marketing capabilities and reach more North American audiences. A stadium naming rights deal is also believed to be in the works and is estimated to be worth around £400m.

Football Sports Marketing Premier League

More from Football

View all


Industry insights

View all
Add your own content +