Tottenham Hotspur to Seek New Kit Sponsor as AIA Moves to Training Partnership in 2027

Tottenham Hotspur will begin searching for a new front-of-shirt sponsor in 2027 after current partner AIA confirmed it will transition to a training kit partnership in two seasons’ time.

AIA, which has been Tottenham’s principal shirt sponsor since 2013, opted not to renew its £40 million-a-year deal. Instead, the insurance company has agreed a five-year extension that will see it become Spurs’ global training partner from July 2027 to June 2032.

Under the new arrangement, AIA’s branding will feature on Tottenham’s training kits and coaching staff apparel, as well as on LED signage at the Tottenham Hotspur Stadium. The partnership will also extend to marketing campaigns involving both the men’s and women’s teams.

“During our long-term partnership to date, Tottenham Hotspur and AIA have made history together,” said Ryan Norys, chief revenue officer at Tottenham Hotspur. “Both brands have experienced significant growth as we have shared unforgettable moments on and off the pitch, including some of the most important events in our club’s history.

“We are incredibly excited for the next chapter of a special partnership that will see our two globally recognised brands remain synonymous with each other for many years to come.”

Stuart Spencer, AIA Group chief marketing officer, added, “The evolution of our partnership reflects our shared belief in the power of sport to inspire healthier living and personal development. Asia is the region with the Premier League’s largest fanbase, and as we enter the next chapter of our collaboration.”

AIA has been one of Tottenham’s most significant financial backers. Its £40 million-a-year shirt sponsorship was among the Premier League’s most lucrative deals when it was signed, coinciding with Tottenham’s rapid growth in Asia, largely driven by the presence of Son Heung-Min.

With Son now departed for Los Angeles, AIA appears to have chosen to move away from premium shirt sponsorship while maintaining a presence at a lower cost. The extension signals that the company still values its relationship with the club, albeit in a smaller capacity.

For Tottenham, the change opens an opportunity to increase revenue from one of its most high-profile sponsorship assets. It comes as the club continues to expand ‘The Collective’, a new stadium sponsorship programme designed to commercialise multiple elements of the Tottenham Hotspur Stadium. Sports Illustrated and its ticketing business became the first partners to join the initiative earlier this year.