Rita Wong on how AIA HK is redefining fandom through authenticity

From the fervor of the Hong Kong Sevens to the anticipation surrounding the upcoming FIFA World Cup, sports in Hong Kong has transitioned from a mere buzzword into a cultural force, redefining how communities consume and share experiences.

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This enthusiasm is backed by significant data: globally, one in four individuals now consider themselves active football followers. Within Southeast Asia and Hong Kong, the engagement is even more pronounced, with Indonesia leading at 41%, followed closely by Thailand, Singapore, and Hong Kong. Looking ahead to the 2026 World Cup specifically, nearly half of all Hongkongers (47%) plan to tune in—a surge in interest that presents a unique opportunity for brands to connect with a highly engaged audience.

Against this backdrop of rising sports consumption, Rita Wong (pictured), head of customer centricity and brand marketing at AIA Hong Kong & Macau, told MARKETING-INTERACTIVE that the very definition of a "sports fan" has shifted. Today, fandom extends far beyond simply tracking fixtures or results; it is increasingly shaped by deep storytelling, shared values, and moments of genuine inspiration.

"At AIA, we don’t view sport through a traditional marketing lens that focuses solely on hardcore fans or elite athlete endorsements," Wong explained. "Instead, we leverage sport as a powerful connector—one that continuously encourages healthier choices and positive habits across every stage of life."

Central to this strategy is the appointment of real-life role models as long-term brand ambassadors. In 2022, the insurer partnered with Siobhán Haughey, Hong Kong’s most decorated Olympian, to champion its “Healthier, longer, better lives” initiative.

Wong noted that this evolution is critical for modern marketers because relevance and influence are now built less on scale and spectacle, and more on authenticity and cultural resonance.

“Athletes such as Haughey bring AIA’s purpose to life in a way that is genuine, relatable, and enduring for the communities we serve,” she added.

Choosing the right creators

This commitment to authenticity also dictates how the brand selects its digital collaborators. At AIA, the process starts with shared values and credibility rather than sheer scale.

“We look beyond follower counts to focus on whether a creator has a genuine connection to sport, health, or personal growth,” Wong said. “In Hong Kong’s compact and discerning market, audiences are quick to recognize when a partnership is grounded in genuine belief rather than a transactional exchange.”

High-impact collaborations, she argued, are built on value alignment where creators contribute meaning rather than just reach. This requires involving them early in the creative process, trusting them to express the brand message in their own voice, and ensuring content feels natural to how their communities already engage with wellness.

AIA’s strategy of merging authenticity with large-scale engagement was put to the test during the Football Festival 2025. The insurer helped bring an authentic English Premier League event to the city, staged for the first time at Kai Tak Sports Park. “The match drew record-breaking attendance, underscoring its significance as a major cultural and sporting moment that generated excitement across Hong Kong both on the ground and online,” Wong added.

Rather than focusing solely on the 90 minutes on the pitch, AIA activated around the entire fan journey by bridging online and offline touchpoints. On-site, the brand transformed MTR station stairways into photo spots and created a large-scale locker-room installation along the route to the stadium to build anticipation.

Online, the brand unified these efforts through a campaign themed around “The 12th Man”—a tribute to the supporters whose collective passion acts as an extra player on the pitch. “Through short-form, real-time, platform-native content, we captured the anticipation, behind-the-scenes access, and shared excitement as the event unfolded, reinforcing a strong sense of togetherness and emotional connection,” she concluded.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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