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Sports Marketing Tottenham Hotspur Marketing

AIA Group partners Dugout to increase Spurs viewership in APAC


By Taruka Srivastav, Reporter

November 1, 2019 | 3 min read

AIA Group Limited, Asian life insurance group and global principal partner of Tottenham Hotspur Football Club has appointed global media platform Dugout to execute marketing campaigns.

AIA Group partners Dugout to increase Spurs viewership in APAC

AIA Group partners Dugout to increase Spurs viewership in APAC

The partnership further aims to raise awareness about the football activity across social media in Asia and increase viewership.

Content will be published on a AIA Dugout microsite where fans will be able to interact with exclusive features, videos, interviews and activations with players.

AIA Group chief marketing officer, Stuart A. Spencer said: “As the Global Principal Partner of Tottenham Hotspur, AIA is delighted to work with Dugout to create closer engagement with football fans across our markets. Authenticity is key to any successful sponsorship and Dugout has shown that this ethos has been at the heart of their platform and their success with clubs and fans over the past three years.

“We look forward to working closely with Tottenham and Dugout to develop and distribute authentic, appealing and unique content that engages and inspires the football community around the world while conveying AIA’s purpose to help people live healthier, longer, better, lives.”

Dugout president, Matthew Baxter said: “By working directly with AIA, we can reach even more fans and audiences using original and exclusive content and exciting activations to strengthen fans’ connection with the club and the sport, while giving the brand an even greater share of voice.

“As Dugout’s 2019 Branded Football Content Futures Report revealed earlier this year, branded football content is emerging as the sport’s primary sponsorship activation tool, making this partnership extremely timely – we are excited to collaborate with AIA to create and deliver high-quality, innovative and compelling football content directly to fans.”

The Drum recently spoke with Stuart Spencer who explained how the group is deeply committed to delivering its brand promise of empowering “Healthier, Longer, Better Lives”, which is a reflection of what AIA stands for and what it does as a company.
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