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  • AIA signs Dugout as Preferred Media Partner to amplify David Beckham and Tottenham Hotspur FC content


    AIA Group Limited, the Global Principal Partner of Tottenham Hotspur Football Club, is working with global media company Dugout to distribute an all-new series of films featuring David Beckham, Jose Mourinho and Tottenham Hotspur’s players.

    Designed to inspire health and wellness, the films promote the topics of sleep, nutrition, fitness, mental health and the importance of routine in a unique and entertaining way. The films form a part of AIA’s campaign to help people live ‘Healthier, Longer, Better Lives’.

    The AIA partnership reinforces Dugout’s increasing presence within Asia following its ground-breaking video-content partnership with Suning’s PP Sports and its distribution partnership with K-League via Sportradar.

    In order to maximise the reach, engagement and numbers of viewers, the branded content will be amplified via Dugout’s network of publishers in ASEAN and China. The new series of films can also be viewed via dedicated AIA Channels on 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 has brand partnerships in more than 30 countries. The leading digital media company distributes more than 2,500 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:

    “AIA’s new campaign with David Beckham, Jose Mourinho and other Tottenham Hotspur star players offers unique and engaging content which we can all use to improve our lives. Through our network of premium publishers, we are pleased that we can amplify this content to football audiences throughout ASEAN and China.”

    Adrian New, Director of Football Initiatives at AIA, added:

    “Our new series of films are designed to provide a unique insight into the daily lives of the Tottenham Hotspur players, ‚Äčas Jose Mourinho and the players show David Beckham around their world-class training centre and stadium. AIA’s ‘Healthier, Longer, Better Lives’ campaign is a priority for us to engage football fans and customers with a message that promotes improved health and well-being. Through partnering with Dugout we know that our exclusive content will reach a wide and interested audience across our key markets.”

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