Director of Football Initiatives & Sponsorships

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

It’s about finding new ways to not only better people's lives, but to better the communities and environments we live in. Encompassing our ambition of helping a billion people live Healthier, Longer, Better Lives by 2030.

And as part of our marketing, distribution & partnership team, you’ll play a vital part in advancing this movement. From inspiring meaningful connections with customers, partners and other stakeholders, to delivering purpose-led brand positioning and messaging, you'll be making a positive, healthy impact across all channels. You will have a unique and important part to play in helping more people live Healthier, Longer, Better Lives. 

So if you believe in inspiring a better future, read on.

About the Role

Role Responsiblities:

Overall Brand Sponsorships:

• Develop and lead AIA’s enterprise-wide Football initiatives and overall sponsorship strategy
• Partner closely with Director of Group Brand to ensure all sponsorship assets forms a key part of the Group Brand ecosystem and investments align with brand, customer, distribution, health and wellness, and corporate objectives while delivering measurable business value.
• Provide strategic sponsorship consulting and thought leadership to Group Office and Business Units.
• Lead senior stakeholder and partner relationships, collaborating with executive leadership, Business Units, agencies, rights holders, and external partners to maximise the long-term value and impact of AIA’s sponsorship portfolio.
• Establish sponsorship governance, rights management, and performance measurement frameworks.
• Identify, evaluate, negotiate, and manage strategic sponsorship partnerships.
• Own the overall sponsorship operating budget and ensure effective financial management and return on investment.
• Maximise return on investment in brand with the right sponsorships and other activation initiatives.
• Facilitate annual business reviews and performance evaluations with sponsorship partners.
• Represent sponsorship initiatives at executive forums and leadership meetings.

Football Initiatives:

Sponsorship Strategy & Portfolio Leadership

• Develop and lead the overall strategy for AIA’s football sponsorship initiatives, ensuring alignment with Group objectives.
• Maximise the value of the Tottenham Hotspur (THFC) Training Wear partnership through innovative activation strategies, audience engagement initiatives, and commercial opportunities.
• Identify and implement new sponsorship activation concepts that enhance brand visibility, customer acquisition, agent engagement, and corporate reputation.

Sponsorship Activation & Business Unit Enablement

• Lead the design and execution of regional sponsorship activations and programmes that support market-level business objectives.
• Partner with Business Units to leverage sponsorship assets for:
  • Lead generation and customer acquisition
  • Agent engagement and incentive programmes
  • Coaching camps and grassroots football initiatives
  • Health and wellness campaigns, including Rethink Healthy and HLBL
• Ensure sponsorship assets are deployed effectively and equitably across markets.

Rights Management & Governance

• Serve as the primary authority for sponsorship rights management and asset utilisation.
• Oversee approvals for all use of sponsorship assets, including logos, imagery, branding, content, merchandise, advertising, promotions, and social media.
• Maintain and communicate sponsorship brand guidelines and governance frameworks across the organisation.
• Manage relationships with THFC and other rights holders to ensure contractual compliance and optimal asset utilisation.

Content, Marketing & Digital Engagement

• Develop and oversee the content strategy for football sponsorship programmes across all markets.
• Establish processes for content creation, adaptation, approval, and distribution to maximise regional utilisation.
• Lead the development of engaging content featuring coaches, players, managers, and sponsorship assets to support brand and business objectives.
• Partner with Group and BUs to deliver digital campaigns and promotions that drive engagement, lead generation, and brand impact.

Signature Events & Football Programmes

• Lead the strategic development and delivery of the AIA Championships or any successor regional football programmes.
• Oversee the planning and execution of coaching camps, elite football development initiatives, and talent pathway programmes.
• Ensure continued innovation and growth of AIA football participation programmes across the region.
• Coordinate sponsorship activation opportunities related to THFC tours and regional events.

Partnership & Stakeholder Management

• Act as the senior relationship lead with THFC and key football partnership stakeholders.
• Build and maintain strong relationships with Business Units, marketing leaders, external agencies, football development partners, and vendors.

Hospitality, Experiences & Fan Engagement

• Lead the governance and optimisation of all match-day hospitality and experiential assets.
• Oversee ticket allocation, hospitality programmes, training ground visits, stadium tours, and VIP experiences.
• Ensure hospitality assets are utilised strategically to support customer, distributor, and stakeholder engagement objectives.
• Manage sponsorship-related merchandise and premium items to maximise value and accessibility across markets.

Football Coaching Programme Management

• Provide strategic oversight of the THFC coaching ecosystem and associated football development programmes.
• Ensure coaching resources are effectively deployed to support Business Unit requirements and Group initiatives.
• Oversee the development of coaching camp frameworks, elite player pathways, and community engagement programmes.
• Ensure football coaches are integrated into broader AIA health, wellness, employee engagement, and community initiatives.

Financial, Operational & Performance Management

• Own the football sponsorship operating budget and ensure effective financial management and return on investment.
• Establish performance metrics, reporting frameworks, and sponsorship evaluation methodologies.
• Oversee vendor management, procurement processes, contract administration, and operational governance.
• Deliver executive reporting, business reviews, sponsorship impact assessments, media valuation reporting, and strategic recommendations to senior leadership.

Minimum Requirements:

• Passion for sports and a solid knowledge of football, particularly the Premier League and Tottenham Hotspur Football Club.
• At least ten years’ experience within Asia sports marketing, with an established network across key sporting bodies, agencies and individuals.
• Bachelor's degree in marketing, business administration, or a related field
• Strong understanding of brand management, marketing strategies, and the ability to translate them into successful sponsorship activations.
• Excellent interpersonal and communication skills, with the ability to build and maintain relationships with stakeholders at all levels.
• Proven track record in managing complex contracts and delivering against sponsorship objectives.
• Creative thinking and ability to develop innovative activation campaigns to engage fans and drive brand awareness.
• Strong leadership skills with the ability to inspire and motivate a team.
• Ability to work under pressure, manage multiple projects simultaneously, and meet deadlines.
• Proficiency in data analysis and reporting tools to measure the effectiveness of sponsorship initiatives.

Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

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