Spurs football development

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.

AIA Championships

What we did

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.

The 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 program in Indonesia. Having been discovered on the program 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.


Participants across Asia since 2017


Participants in China, 2021


Participants in digital coaching since 2020

Since working alongside CSM, we have been extremely grateful for their support and hard work. We have seen a huge increase in the demand for footballing events and coaching being used across the AIA markets. CSM have supported with the organisation of these events and helped with taking the Spurs activation to a new level.

Anton Blackwood & Shaun Harris
Tottenham Hotspur Global Development Coaches
Tottenham Hotspur