AIA teams with Dugout to maximise reach of new Spurs series

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AIA Group Limited, the Global Principal Partner of Tottenham Hotspur Football Club, has been working with global media company Dugout to produce and distribute a brand-new series of content featuring Tottenham Hotspur’s players to accompany the Premier League season.

The new ‘Every Team Needs’ content explores the key attributes that support AIA’s campaign to help people live ‘Healthier, Longer, Better Lives’ and how Tottenham Hotspur players put them into practice on the pitch with the first two clips featuring Harry Kane and Dele Alli.

In addition to production, the branded content will also be distributed via Dugout’s network of premium publishers in ASEAN and China to amplify the reach and numbers of viewers amongst an audience of highly engaged football fans. The first two clips can also be viewed via dedicated AIA Channels on Dugout.com and on the Dugout App.

After being launched by some of the world’s largest football clubs − including A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid – Dugout now activates brand partnerships in more than 30 countries. The leading digital media company distributes more than 3,500 brand-safe, professional videos a month via more than 85 publishing partners, delivering in excess of 400 million views globally and growing.

Mark McFarlane, GM APAC, Dugout said: “This highly unique, engaging content directly links Tottenham Hotspur star players with key values of AIA’s brand messaging, strengthening AIA’s connection with fans whilst promoting improved health and well-being. We’re delighted that we’ve been able to produce this compelling content under some challenging circumstances and look forward to sharing with football audiences throughout ASEAN and China via our network of premium publishers.”

Adrian New, Director of Football Initiatives at AIA, added: “This content series is the latest activation of our partnership with Tottenham Hotspur FC and aims to bring to life the key values of AIA’s ‘Healthier, Longer, Better Lives’ brand positioning. Our partnership with Dugout allows us to directly reach an engaged audience with exclusive, high-quality video content that ensures we continue to help improve the health and well-being of people across Asia.”


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