• Lead and execute AIA’s sponsorship strategy, partnering closely with the Director of Group Brand to ensure sponsorship assets are fully integrated into and enhance the broader Group Brand ecosystem.
• Provide executive leadership, performance management, and financial oversight for all sponsorship initiatives
• Drive the activation and optimisation of football sponsorship assets across all Business Unit
• Serve as the strategic relationship owner for key football partners
Overall Brand Sponsorships:
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Develop and lead AIA’s enterprise-wide Football initiatives and overall sponsorship strategy
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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.
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Provide strategic sponsorship consulting and thought leadership to Group Office and Business Units.
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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.
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Establish sponsorship governance, rights management, and performance measurement frameworks.
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Identify, evaluate, negotiate, and manage strategic sponsorship partnerships.
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Own the overall sponsorship operating budget and ensure effective financial management and return on investment.
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Maximise return on investment in brand with the right sponsorships and other activation initiatives.
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Facilitate annual business reviews and performance evaluations with sponsorship partners.
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Represent sponsorship initiatives at executive forums and leadership meetings.
Sponsorship Strategy & Portfolio Leadership
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Develop and lead the overall strategy for AIA’s football sponsorship initiatives, ensuring alignment with Group objectives.
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Maximise the value of the Tottenham Hotspur (THFC) Training Wear partnership through innovative activation strategies, audience engagement initiatives, and commercial opportunities.
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Identify and implement new sponsorship activation concepts that enhance brand visibility, customer acquisition, agent engagement, and corporate reputation.
Sponsorship Activation & Business Unit Enablement
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Lead the design and execution of regional sponsorship activations and programmes that support market-level business objectives.
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Partner with Business Units to leverage sponsorship assets for:
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Lead generation and customer acquisition
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Agent engagement and incentive programmes
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Coaching camps and grassroots football initiatives
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Health and wellness campaigns, including Rethink Healthy and HLBL
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Ensure sponsorship assets are deployed effectively and equitably across markets.
Rights Management & Governance
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Serve as the primary authority for sponsorship rights management and asset utilisation.
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Oversee approvals for all use of sponsorship assets, including logos, imagery, branding, content, merchandise, advertising, promotions, and social media.
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Maintain and communicate sponsorship brand guidelines and governance frameworks across the organisation.
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Manage relationships with THFC and other rights holders to ensure contractual compliance and optimal asset utilisation.
Content, Marketing & Digital Engagement
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Develop and oversee the content strategy for football sponsorship programmes across all markets.
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Establish processes for content creation, adaptation, approval, and distribution to maximise regional utilisation.
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Lead the development of engaging content featuring coaches, players, managers, and sponsorship assets to support brand and business objectives.
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Partner with Group and BUs to deliver digital campaigns and promotions that drive engagement, lead generation, and brand impact.
Signature Events & Football Programmes
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Lead the strategic development and delivery of the AIA Championships or any successor regional football programmes.
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Oversee the planning and execution of coaching camps, elite football development initiatives, and talent pathway programmes.
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Ensure continued innovation and growth of AIA football participation programmes across the region.
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Coordinate sponsorship activation opportunities related to THFC tours and regional events.
Partnership & Stakeholder Management
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Act as the senior relationship lead with THFC and key football partnership stakeholders.
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Build and maintain strong relationships with Business Units, marketing leaders, external agencies, football development partners, and vendors.
Hospitality, Experiences & Fan Engagement
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Lead the governance and optimisation of all match-day hospitality and experiential assets.
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Oversee ticket allocation, hospitality programmes, training ground visits, stadium tours, and VIP experiences.
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Ensure hospitality assets are utilised strategically to support customer, distributor, and stakeholder engagement objectives.
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Manage sponsorship-related merchandise and premium items to maximise value and accessibility across markets.
Football Coaching Programme Management
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Provide strategic oversight of the THFC coaching ecosystem and associated football development programmes.
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Ensure coaching resources are effectively deployed to support Business Unit requirements and Group initiatives.
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Oversee the development of coaching camp frameworks, elite player pathways, and community engagement programmes.
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Ensure football coaches are integrated into broader AIA health, wellness, employee engagement, and community initiatives.
Financial, Operational & Performance Management
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Own the football sponsorship operating budget and ensure effective financial management and return on investment.
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Establish performance metrics, reporting frameworks, and sponsorship evaluation methodologies.
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Oversee vendor management, procurement processes, contract administration, and operational governance.
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Deliver executive reporting, business reviews, sponsorship impact assessments, media valuation reporting, and strategic recommendations to senior leadership.