AIA: Kick, Goal! Tottenham Hotspur Trains Myanmar Families

AIA's partnership with Tottenham Hotspur is a global asset, but in Myanmar the insurer was still building awareness among the families who are its core customers. The club's youth development coaches were coming to Yangon to run free training sessions for hundreds of children across two events.

The risk was that the story would be reported as a football event and nothing more. AIA needed the sessions to carry its brand and a strategic conversation about protecting families, and to reach parents through lifestyle and sports media rather than only sports pages.

Ruder Finn Era positioned the sessions as a family moment first, with the club as the draw and AIA as the enabler. The event and press elements were planned so that every image and quote connected professional coaching, healthy children and a parent's instinct to protect the family.

The team engaged top-tier lifestyle and sports media to cover both sessions and prepared the client with key message-led press materials and interview FAQs, so that AIA spokespeople could move naturally from football to the insurance conversation.

With more than 40 journalists attending, the events were staged to generate strong visual content and interviews, maximising earned coverage among the family demographic that matters most to AIA's brand.