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AIA, Tottenham Hotspur extend principal partner deal

Premier League club Tottenham Hotspur has extended its principal partner deal with pan-Asian life insurance brand AIA.

Under the deal, AIA will continue as Tottenham Hotspur’s front-of-shirt sponsor for another eight years, until the end of the 2026-27 season.

The AIA brand will be visible on the club’s men’s, women’s and academy shirts in all competitions.

Ng Keng Hooi, chief executive and president of AIA Group, 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.”

The announcement comes as AIA celebrates 100 years since it was founded in Shanghai in 1919. The renewal also coincides with Tottenham Hotspur’s ongoing preseason tour of Singapore and Shanghai.

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As part of the renewal, both parties have committed to expanding their joint football coaching programme across Asia, where three members of the Tottenham Hotspur’s Global Football Development coaching team have been based permanently since 2017.

In an official statement, Tottenham Hotspur said its coaches work with players of all levels in Asia to identify local talent and promote AIA’s well-being initiatives.

AIA joined Tottenham Hotspur as its Official Cup Shirt Partner in 2013, when US tech brand Hewlett-Packard held the main shirt rights for Premier League fixtures under a one-season deal.

Ahead of the 2014-15 season, AIA signed a five-year deal as the club’s new main shirt partner.