November 4 – Tottenham Hotspur will have a new front of shirt sponsor from the start of the 2027/28 season as pan-Asian life insurance group AIA, the clubs main sponsor since 2013, transitions to becoming the club’s Global Training Partner in a new deal that begins July 2027 and runs until June 2032.
AIA currently pays Spurs about £40 million per year as part of an eight-year, £320 million sponsorship. That deal covers the men’s, women’s and academy teams.
Under the new deal AIA’s logo will feature on the training wear for all Spurs teams and coaches’ kit. AIA’s brand will also continue to appear on LED signage at the Tottenham Hotspur Stadium.
Ryan Norys, chief revenue officer, Tottenham Hotspur, (pictured left) said: “During our long-term partnership to date, Tottenham Hotspur and AIA have made history together. Both brands have experienced significant growth as we have shared unforgettable moments on and off the pitch, including some of the most important events in our club’s history.
“Importantly, the partnership has been able to make a tangible, positive difference in the lives of thousands of young people across Asia– bringing our unique brand of football coaching to a region that has such a huge passion for the game – with the clear message of empowering people to live Healthier, Longer, Better Lives.”
No value was given for the new deal that will carry on with many of the marketing activations of AIA’s existing sponsorship.
More than 175,000 young people across Asia have participated in the AIA football clinics run by Spurs coaches. Their focus has been on public engagement around training, health, and wellbeing in Asia. In 2022, AIA launched its AIA One Billion (AOB) initiative, aiming to engage a billion people to live Healthier, Longer, Better Lives by 2030. So far the campaign has reached more than 500 million people.
Stuart A. Spencer, AIA Group chief marketing officer, (pictured right) said: “AIA is delighted to extend our strong partnership with Tottenham Hotspur Football Club through to 2032. 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.”