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Asia-Pacific insurance provider AIA has reached a deal with Tottenham Hotspur to become the English Premier League club’s shirt sponsor for cup games during the 2013-14 season.

Asia-Pacific insurance provider AIA has reached a deal with Tottenham Hotspur to become the English Premier League club’s shirt sponsor for cup games during the 2013-14 season.

The AIA brand will appear on the front of Tottenham’s shirts for all its UEFA Europa League matches and also domestically in the FA Cup and League Cup. AIA replaces banking and asset management group Investec as Tottenham’s cup shirt partner, while American technology firm HP last month sealed an agreement to provide front-of-shirt branding for all Premier League games this season.

Tottenham and AIA will work together on a range of marketing drives, including initiatives tailored towards the company’s home Asia-Pacific market. Tottenham Hotspur chairman Daniel Levy said: “AIA has a unique and long history in Asia, and today is a high-growth company and a clear market leader in their field. We are pleased to have the AIA name on our shirts, particularly given the stature and strength of the AIA brand.  We look forward to working closely with AIA over the coming season and introducing our club to more fans in AIA’s home, the dynamic Asia-Pacific region.”

Mark Tucker, AIA Group’s chief executive and president, added: “We know that Spurs has a massive fan base in Asia and in general that English football holds an immense and increasing attraction to football fans throughout the region. We are excited by our association with Spurs and to be working with them as we continue to communicate the strength of the AIA brand to consumers in our 17 markets around the Asia-Pacific region.”

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