AIA is evolving its decade-long partnership with Tottenham Hotspur, stepping away from its front-of-shirt role to become the club’s global training partner from the 2027/28 season.
The insurer, which first appeared on Spurs’ shirts in 2013, will remain as front-of-shirt and global principal partner until the end of the 2026/27 campaign.
From July 2027, AIA branding will move to training wear across all teams and coaching staff, while retaining visibility through LED signage and campaigns featuring both the men’s and women’s squads.
The move signals a shift in sponsorship strategy – away from traditional visibility metrics and towards deeper, purpose-led engagement. For AIA, football has long been a vehicle for social impact as much as marketing reach.
Since the partnership began, more than 175,000 young people across Asia have taken part in AIA football clinics run by Spurs coaches, reinforcing the brand’s commitment to healthier communities.
That focus underpins the insurer’s AIA One Billion initiative, which was launched in 2022 to inspire a billion people to live “Healthier, Longer, Better Lives” by 2030.
With the campaign already reaching over half a billion people, the renewed Spurs partnership will remain a key pillar in delivering on that ambition.
AIA’s move to global training partner builds on that mission, reflecting a wider trend of sponsors shifting from logo visibility to values alignment.
Stuart Spencer, CMO of AIA, said: “The evolution of our partnership reflects our shared belief in the power of sport to inspire healthier living and personal development. Asia is the region with the Premier League’s largest fanbase and as we enter the next chapter of our collaboration, we’re excited to build on our achievements and introduce new initiatives that empower people across Asia to live Healthier, Longer, Better Lives.”