July 26 – Premier League Tottenham Hotspur have renewed their partnership with principal partners AIA Group Limited (AIA), in a deal reportedly lifting the value of the sponsorship by £5 million to £40 million a year.
AIA first sponsored Spurs in 2013 and renewed in 2017 before the new deal that will run until the end of the 2026/2027 season. AIA will pay Spurs £320 million over the term of the partnership.
“This renewed and extended partnership demonstrates the strength and success of our well-established relationship with AIA and underlines the positive impact we have been able to bring to AIA’s brand and business,” said Spurs chairman Daniel Levy.
“We are proud to have the immense support of AIA at such a significant time in the Club’s history. We shall continue to collaborate to drive the Club’s and AIA’s growth in Asia and support AIA’s commitment to healthy living in its Centennial year and beyond,”
AIA expanded their sponsorship to include the club’s pre-season tour to Asia in 2017, the core market for the life insurer, promoting the importance of sport as key to living ‘Healthier, Longer, Better Lives’.
Spurs are playing in Singapore and Shanghai as part of their current pre-season preparations, coinciding with AIA’s Centennial year celebrations. The company was founded in Shanghai in 1919.
Ng Keng Hooi, AIA Group Chief Executive and President, said: “The enormous popularity of the English Premier League and Spurs across our markets, coupled with the ongoing success of the Club on the field… make this an ideal time to extend our partnership. As the Club’s Global Principal Partner, we will continue to create many opportunities for our customers, agents, employees and local communities to interact with Spurs players, coaching and support staff. We’ve already enjoyed a great deal of success together and I am very confident that both on and off the field there is much more to come.”
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