White Hart Lane to Hong Kong


Putting on an action packed week for AIA's group sponsorship team

Since it’s inception in 1992 the English Premier League has been a point of passion, fascination and admiration of football fans in Asia.

A 25-year long love affair which has only been strengthened as time has passed. Even with the recent headline-catching explosion of the Chinese Super League, it’s still got some way to go to capture the imagination in this market like it’s English counterpart. Manchester United was the original apple in the eye of the Far East however over the last few years, Tottenham Hotspur F.C. has been winning over fans at a merry rate. This sea change can be almost solely attributed to its Global Principal Partner and our client AIA, who has been creating a meaningful connection between the North London club and this hugely valuable football market.


After a successful 2016/17 season, finishing second in the league to qualify once again for the UEFA Champions League, Spurs’ stock was as high as it’s ever been when they touched down in Hong Kong for their post-season tour. A tour orchestrated by AIA and organized by our team in the market.

Together with AIA’s Group Sponsorship team we put on an action-packed week for Mauricio Pochettino’s team including a Tai Chi session with a local guru, a football freestyle challenge, a dim sum making competition, and a Star Ferry trip together with the local Spurs Supporters Club. The enviable skills of the Spurs coaching staff were put to good use with six coaching clinics for local coaches, a local ladies club and junior teams. Next stop was both of AIA’s main offices in Hong Kong, where a player’s appearance and signing session ensured it was a working day like no other for an engaged and enthused work force.

The team’s captain and worldrenowned goalkeeper, Hugo Lloris, joined the Manager and Executive Chairman to deliver a health and wellbeing seminar to AIA VIP clients, a topic perfectly aligned to the brand’s purpose of helping its customers live a healthy active lifestyle. The tour ended as the fans were craving, with a match in front of a partisan crowd at the Hong Kong Stadium. We hosted AIA’s VIP guests on a memorable evening as South Korean sensation Son Heung-min stole the show in a 4-1 victory for Spurs over Hong Kong champions Kitchee.

The week’s activities were captured throughout and shared by our team ensuring AIA’s sponsorship of the famous London side and how this partnership can help it achieve its healthy lifestyle ambitions were seen and understood far wider than Hong Kong alone.