Front of shirt logo replaced by charity partner for match against Leicester
As part of AIA’s long-term partnership with the Tottenham Hotspur, they used their once-per-season opportunity to replace the sponsor logo on the front of the team’s shirts with that of a charity partner. During the Premier League match vs Leicester City ‘AIA’ was replaced with the logo of the AIA Better Lives Fund, which supports AIA Singapore’s long-standing charity partners, Children’s Wishing Well and the VIVA Foundation.
Several activations took place around this game, including a first group trip to London and the Tottenham Hotspur Stadium from Asia in over two years. Agents, employees and competition winners all attended the game. They also enjoyed London with shopping trips and fine dining, including a dinner Q&A with Teddy Sheringham.
Senior members from AIA Singapore’s and its charity partner’s Executive Committee attended the match too, presenting the special edition shirt to Michael Dawson on the pitch ahead of the game.
As part of the activation, an online auction of the signed match-worn shirts from the game took place to raise valuable funds for the AIA Better Lives Fund and the Tottenham Hotspur Foundation. The auction proved very popular as the shirts were one off limited editions. A total of US$112,291 was raised with Heung-min Son’s shirt grabbing top earnings with a winning bid of US$18,530.