We have been working with AIA, the largest independent publicly listed pan-Asian life insurance group, for the last seven years. For their latest venture, we helped them create a new animated coaching series featuring Tottenham Hotspur Football Club’s team of International Development Coaches.

As Global Principal Partner of Tottenham Hotspur Football Club, AIA’s longstanding relationship with the team has seen them preside over an ever-growing archive of content with the club, featuring stars such as Harry Kane, Son Heung-min, Hugo Lloris and Toby Alderweireld across a range of activities which aligns with the brand’s Healthier, Longer, Better Lives and Football for Life messaging.

AIA has also supported the presence of on the ground Spurs coaches across in Asia since 2017 and now, during a time when group sport and travel has been on hold due to COVID-19, they have taken International Development Coaches Shaun Harris’ and Anton Blackwood’s ‘Skills and Drills’ and given them an animated makeover.

“With the coaching program and our content in general, we need to keep ourselves relevant and provide a strong message to help produce change in people’s everyday lives using the Spurs partnership. These innovations across the #FootballForLife program allow us to demonstrate and add value to people, to help them live Healthier, longer, better lives” Adrian New, Director, Football Initiatives, AIA

The series of attacking and defending drills, shows each exercise broken down into simple steps which can be performed either with teammates or individually. Once the animated coaches have explained the simple guide to each drill, we show examples of the Spurs first team players putting the skills into practice during games, with Son Heung-min and Harry Winks starring. Watch episode one, on how to perfect the Cruyff turn, below.


The Club and AIA have seen great success in delivering their unique football development programme, engaging local communities and helping develop the football skills and overall physical fitness to over 55,000 people in 15 of AIA’s 18 markets in the Asia-Pacific region.

We have worked with AIA since 2013 to support that strategy and delivery of the Tottenham Hotspur partnership. In that time, we have helped to engage AIA’s customers, employees and agents through unique Spurs activation programmes and incentives. We continue to work closely with the Spurs Coaches and helped to develop the latest coaching series for the brand in conjunction with production agency Unit 9.

“In the absence of physical coaching clinics, we have brought the Spurs coaching team to life in a new and vibrant way to continue AIA’s efforts to support health and wellbeing around the region. During these times of uncertainty, it has naturally meant we have had to adapt and be nimble, and this creative animated series will continue to hold its value and purpose even when the world resumes.” Lesley Murphy, Senior Account Director, CSM

AIA has used their partnership with Tottenham Hotspur to reinforce their purpose-led brand promise of helping people to live Healthier, Longer, Better Lives. The #FootballforLife program encompasses all elements of the partnership which aim to support this promise and encourage positive lifestyle choices. Spurs first team players, coaches and backroom staff have all led the way in helping to promote fitness at home and in the office, tips on getting enough sleep, and healthy eating.

AIA recognises the vital role that active participation in sport plays in promoting a healthy lifestyle. In addition, through football, they convey the positive values of teamwork, discipline, and sportsmanship, to positively impact people’s lives.

Given the changing landscape, we have had to think about developing creative coaching platforms that appeal to the young players we aren’t able to see at coaching clinics. We want them to know we are still here to coach them, support their development and provide them with something fun to look forward to and apply at home” Anton Blackwood, Tottenham Hotspur Global Development Coach


AIA Global Ambassador David Beckham also worked with the Spurs team earlier this year where he met with Head Coach Jose Mourinho, first team players, coaches and nutritionists to discuss the simple health and lifestyle choices everyone can make to improve their health, whether a professional player or not.

AIA appointed David Beckham as its Global Ambassador in 2017 and he plays a leading role helping AIA to promote achievable steps people can take to improve their health and wellness.  David makes frequent visits to AIA markets to help drive the Healthier, Longer, Better Lives movement, where he engages with large numbers of AIA customers, agents, partners and employees.

Both David Beckham and Spurs are playing a key role in making AIA synonymous with Healthier, Longer, Better Lives, through leveraging the power of football to reach millions across the Asia-Pacific region.

A further three episodes are available on the following links: Half Volley PassRunning With the BallInterceptions.