Rivals spur Tottenham drive for Asian fans | The Financial Times
Tottenham Hotspur FC’s recent sponsorship deal with Asian based AIA featured in the The Financial Times. In the article Andrew Walsh of Repucom stated his expectations about sponsorship deals by Premier League clubs with Asia based companies.
Tottenham Hotspur is chasing English football rivals Manchester United, Arsenal and Liverpool by launching a big push to win Asian fans after signing a multimillion pound shirt sponsorship deal with AIA, the pan-Asia life insurer. Asia is huge market for the English Premier League, supplying by far the biggest share of overseas television broadcast rights money and more than 10 per cent of sponsorship revenue.
Daniel Levy, Spurs chairman, said he hoped the full shirt deal with AIA, which already has its name on the shirts Tottenham players wear for cup games, would bring in further commercial deals.
Both sides declined to give a value for the deal, but it has been rumoured in the UK sporting press to be more than £12m annually over five years. “The insurer was keen to work with a football team because it fit with its promotion of exercise and a healthy lifestyle among its customers”, so chief executive Mark Tucker added.
Touring Asia is important to the club, which played two games in Hong Kong last summer as part of the rain-soaked Barclays Asia trophy. Mr Levy said Spurs would continue to tour in the region as much as possible. “We’ll focus on whatever countries AIA want us to focus on,” he added.
The Premier League will receive £941m from Asia over the 2013-2016 seasons, 77 per cent ahead of what it got in 2010-2013 and well beyond the £607m that the League gets in TV money from Europe.
Andrew Walsh of Repucom, a UK-based sports marketing research group, expects more such tie-ups to come. “I believe that this will be one of a number of deals coming from Asia in the coming years as the reach and pull of the Premier League becomes stronger in these exciting and engaged markets,” he said.