By Andrew Warshaw
February 13 – Tottenham Hotspur are the latest top-flight English club to launch a major push into the Asian market by announcing a five-year multi-million pound shirt sponsorship deal with Hong Kong-based insurance giants AIA. The deal drives the club deeper into the Asian markets having recently launched a Chinese language add-on to its website as well as securing new TV deals in the region.
AIA already has its logo on the front of the club’s kit for cup competitions, with Hewlett Packard sponsoring shirts for Premier League matches.
But under the new deal, AIA, one of the world’s leading suppliers of insurance services, becomes the club’s principal global sponsor from next season and although no figure has been given, reports said it could be worth about £12 million a year.
Asia is the most important international market for the Premier League, supplying the biggest share of overseas television broadcast rights money. Tottenham, who are pushing hard for a Champions League spot as well as seeking to build a new 56,000-capacity stadium, hope the agreement will act as a platform to grow the club’s brand in the region and bring in valuable commercial revenue.
“We have enjoyed an excellent relationship with AIA since they became our cup shirt partners at the beginning of this season,” said club chairman Daniel Levy.
“Together we share long-term ambitions across Asia – a region where the club has seen significant growth in recent years – and this extended partnership with AIA, one of the leading companies in the Asia-Pacific region and a clear market leader in their industry, will further help to support our objectives and engage with our supporters across the region.
“We are delighted that AIA has committed to the club for a further five years and look forward to developing our partnership further.”
AIA’s brand will now be seen around the world through the Premier League’s 212 broadcast territories. Group chief executive and president Mark Tucker said: “English Premier League football has tremendous appeal in Asia and following the success of our Cup Shirt sponsorship of Spurs this season, we are now delighted to be entering this new partnership with the club.
“They have a massive fan base in Asia and we look forward to helping them further expand their presence here, as we continue to grow our franchise and communicate the strength, breadth and depth of the AIA brand to consumers in our 17 markets around the Asia-Pacific region.”
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