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Challenge

AIA uses its sponsorship of Tottenham Hotspur FC as a platform to bring its brand promise of ‘Healthier, Longer, Better Lives’ to life. One of the key pillars in this partnership is to grow football participation across the region, especially in its 18 operative markets.

Delivery

Over the course of the partnership, AIA has permanently positioned four Spurs coaches in the region to provide support in football development across Asia.

We work closely with all 18 AIA Markets to build localised programs which they run both as platforms to provide opportunities for kids to develop their football skills, as well as presenting sales and lead generation opportunities for sales agents.

Results

Since 2017, when the Spurs coaches moved out to Asia, there have been over 63,000 participants in football development camps and activities across the region.

The success of the program is best highlighted with the story of Nathan Fariel Kusama, a participant from the AIA Player development programme in Indonesia. Having been discovered on the programme in 2017, the coaches continued to work with him both physically and digitally, and this summer, he won an Academy contract with Persija Jakarta -one of the biggest club sides in Indonesia.

The results showed that there were 63,177 participants across all football development programs in Asia since 2017, 9500 participants expected at 2021 Summer Camps across several regions in China and 1000 participants engaged in digital coaching sessions since the start of the pandemic.