AIA brings Spurs mania to HK with citywide activations

As the global principal partner of Tottenham Hotspur Football Club, AIA has launched a series of activations, bringing the joy of football to Hong Kong ahead of the Spurs versus Arsenal friendly on 31 July.

In a conversation with MARKETING-INTERACTIVE, Melissa Wong, chief customer and marketing officer of AIA Hong Kong and Macau, said that the activation, running until 3 August, features multiple installations at AIRSIDE, including a giant three-metre Tottenham Hotspur jersey photo wall, a replica of the home players’ dressing room, and an exhibition of jerseys signed by Spurs star players, offering fans a chance to step into the world of Spurs.

Complementing these installations, AIA has transformed Kai Tak and Sung Wong Toi MTR stations with bold, eye-catching visuals to amplify the excitement across the area, welcoming fans from all over the city.

To further engage the community, AIA has rolled out a campaign under the theme "AIA x Spurs' 12th Man" (AIA x 熱刺第 12 人) to tap into the concept of “the 12th man” in football, inviting everyone to be part of the Spurs team.

To participate in the activity, people need to leave a comment under the designated post answering: “How will you support Spurs in the first-ever North London Derby held outside the UK on 31 July?” and tag one friend. The 24 most creative responses will receive rewards, including giveaways of tickets to the Spurs vs Arsenal match, access to the open training session, an intimate meet-and-greet with Spurs stars, and limited-edition merchandise.

Additionally, AIA has collaborated with beloved figures in the football community, including local celebrities Yan Ting, Dickson Yu, Mic Chow and Keyman Ma, to amplify the inclusive spirit of “the 12th man” with Instagram Reels. This initiative celebrates the collective passion of diverse fan communities.

Wong said, “Customer centricity is at the heart of everything we do at AIA. We are committed to creating meaningful experiences that resonate with our communities, and in this case especially football fans. Football is deeply woven into the lives of many in our city. We are proud that AIA can contribute to a historic moment to have the first-ever overseas North London Derby take place in Hong Kong. As the global principal partner of Tottenham Hotspur, AIA is not only supporting a highly anticipated match - we are bringing our brand purpose to life by connecting with fans in ways that matter to them.”

The campaign is designed to engage fans both online and offline, ensuring that whether they’re cheering from the stadium or from home, they feel part of the action, she said. "Inspired by the concept of the ‘12th man’ (第12人), we invite everyone to stand with Spurs - not just as spectators, but as part of the team. This message is especially meaningful as we celebrate the 12th anniversary of our partnership with Spurs."

This campaign is a celebration of the joy and passion that football inspires, and a reflection of AIA's ongoing journey to help people live healthier, longer, better lives, said Wong, adding that AIA fully supports Hong Kong’s mega event economy. "Following our successful citywide activation for the Coldplay concert earlier this year, we are excited to once again bring world-class experiences to our local community - especially at Kai Tak, a vibrant hub that reflects the energy and aspirations of our city."

Don't miss: AIA HK supports youth development with signed Spurs jerseys

Back in March, AIA Hong Kong partnered with British Spurs to raise funds with signed Spurs jerseys, with all proceeds benefiting the AIA Foundation’s youth development programmes in Hong Kong.

The special-edition jersey auction was first initiated in the 2015/16 season. Each season, during a designated Spurs home match, Spurs players wear jerseys featuring the logo of a selected charity from one of the AIA markets to show their support.

After the match, these jerseys were signed by the players and auctioned to raise funds for the featured charity. Over the years, the initiative has supported charities and communities in Mainland China, Thailand, Cambodia and the Philippines. For the 2024/25 season, proceeds will go to the AIA Foundation for the first time.

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