Sponsorships have become such a natural part of football that it’s rare we give them much thought when they appear on team’s kits. In most world football, teams may have up to three sponsors on their shirt at one time – back, front and sleeve, we are accustomed to seeing partner names everywhere.
What is AIA?
Tottenham has built a good relationship with AIA, but just who are they and what do they do? Tottenham have chosen to stick with AIA for around 7 years, and are choosing to commit to them on an even longer deal.
AIA is an Asian-Pacific life insurance group that was founded in Shanghai and is based in Hong Kong. Its name stands for American International Assurance Company, Limited. AIA operates in 18 countries including Thailand, Singapore, China, Korea, Australia and New Zealand.
As a company, AIA can trace its beginnings back to the founding of American Asiatic Underwriters in China, a global insurance and investment organization. It’s founder, Cornelius Vander Starr, was a businessman who served in the Office of Strategic Services (OSS) during World War II in China.
Vander Starr began the insurance organization with the simple motive of allowing Asian families to be prudent about how they cared for their own. He believed that the values held by many within the continent would prove to coincide with his vision and their relationship would blossom.
While AIA is primarily an insurance group that offer financial services, accident and health insurance and retirement planning for both individuals and businesses, it also strives to promote healthy living across the Asia-Pacific area and provides rewards schemes for those who excel in them.
AIA promotes corporate social responsibility and engaging with local communities through wellness of both body and mind. Public marathons, football training programmes and general health support and advice are just some of the things AIA group do to back up their mission.
All of this puts AIA leagues ahead of not only other life insurance groups in the Asia-Pacific area but in the world. The connection they’ve built with the people they support has been noted by many as the main attributor to their worldwide success.
Tottenham and AIA
The AIA group has been the shirt sponsor to Tottenham since 2013, and have recently renewed their deal with the London club to stay on as the sponsor until 2027. Since becoming sponsored by the life insurance group, the club has enjoyed one of the most successful spells in their history, regularly finishing high up in the Premier League and reaching the European Champion’s League final.
Thanks to this deal and the growing popularity of football in Asia in recent years, Tottenham has become one of the continent’s most-followed clubs for fans. AIA’s football programmes for developing the talents of the youth in the continent supported by the club.
The relationship between the two is beneficial on both levels too, with Tottenham’s Global Football Development coaching team having been based in Asia since May 2017. The coaches work to discover and nurture local talent as well as promote AIA’s well-being initiatives.
While sponsors are regularly chopped and changed as club directors seek new deals, one sponsor that has stood the test of time is Hublot watches online who have held a long standing partnership and association with many football clubs, being the Official Timekeeper for the FIFA World Cup and FIFA Women’s World Cup and all major UEFA competitions.