London, UK – 29th October 2019:

AIA Group Limited – the largest independent publicly listed pan-Asian life insurance group and Global Principal Partner of Tottenham Hotspur Football Club – has appointed global media platform Dugout to conduct an international marketing campaign and help maximise the impact of its football activity across social media in Asia.

The two organisations will partner together to increase viewership of and engagement with the unique football related content that AIA produces in support of its goal to help millions of people around the Asia-Pacific region – aligned to their ‘Healthier, Longer, Better Lives’ campaign. Content will be published on a dedicated AIA Dugout microsite where fans will be able to interact with exclusive features, videos, interviews and activations with players.

AIA Group Chief Marketing Officer, Stuart A. Spencer said:

“As the Global Principal Partner of Tottenham Hotspur, AIA is delighted to work with Dugout to create closer engagement with football fans across our markets. Authenticity is key to any successful sponsorship and Dugout has shown that this ethos has been at the heart of their platform and their success with clubs and fans over the past three years.

“We look forward to working closely with Tottenham and Dugout to develop and distribute authentic, appealing and unique content that engages and inspires the football community around the world while conveying AIA’s purpose to help people live healthier, longer, better, lives.”

Dugout President, Matthew Baxter, added: 

“Dugout is thrilled to announce this three-year partnership with AIA, a key partner of our member club, Tottenham Hotspur, and an important component of the club’s wider football family. By working directly with AIA, we can reach even more fans and audiences using original and exclusive content and exciting activations to strengthen fans’ connection with the club and the sport, while giving the brand an even greater share of voice.

“As Dugout’s 2019 Branded Football Content Futures Report revealed earlier this year, branded football content is emerging as the sport’s primary sponsorship activation tool, making this partnership extremely timely – we are excited to collaborate with AIA to create and deliver high-quality, innovative and compelling football content directly to fans.”

Notes to Editors


Please find attached three low-res images depicting AIA’s Healthier, Longer, Better Lives’ campaign with Tottenham Hotspur F.C. High resolution images available upon request.

Image 1 – Famous chef Jeremy Pang with Tottenham Hotspur Sports Scientist, Sam Pooley, and Jessica Naz, forward for Tottenham Hotspur Women in the FA Women’s Super League

Image 2 – Tottenham Hotspur and England midfielder Harry Winks and Chef Jeremy Pang

Image 3 – Tottenham Hotspur and England footballer Eric Dier and Chef Jeremy Pang

Dugout’s 2019 Branded Football Content Futures Report:

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, Real Madrid, Paris Saint-Germain, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now over 90 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 40,000 videos direct to fans on and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform. launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners. Visit and (corporate site) for more information and download the app here:

For media enquiries or more information contact:
Amelia Fisher-Starzynski
Vero Communications
Ph. +44 (0) 7557 418 187