AIA Expands SEA Football Sponsorship; Backs Top Tier Myanmar League

AIA Myanmar Insurance Company and local joint venture partner AYA Financial Group are set to back the country’s top-tier football league.

The landmark sponsorship deal with the Myanmar National League, is a boost to the local football scene and also aligns with the insurance giant’s brand values to promote healthier lifestyles.

Following the announcement, CEO of AIA Myanmar, Mr. Luc said, “This sponsorship is so important for AYA, because, whatever we do we want to make sure that we can help everyone in Myanmar to live a healthier, longer and better life. This co-sponsorship with the Myanmar National League reflects our mutual goal to encourage sports in Myanmar.” He also mentioned that the passion for football in Myanmar is massive and it’s an honour to be involved in developing it.  

The sponsorship will begin with the 2020 season Myanmar National League, which sees reigning champion Shan United defend its crown in the 12-team tournament. 

“This sponsorship with AIA demonstrates our commitment to the sport, and we believe this momentous partnership will go a long way in supporting Myanmar National League to help them meet their goals. In my opinion, the way AIA works is very systematic and dedicated not only to the Myanmar Football Industry but also to the health and wellness of people in Myanmar,” said U Myint Zaw, Managing Director of AYA Bank which is under AYA Financial Group (AFG). 

This partnership comes hot on the heels of AIA’s joint venture announcement with local insurance companies AYA and AFG Max just under a fortnight ago.

Aside from its tentpole deal with Premier League club Tottenham Hotspur this Myanmar initiative follows a pattern of supporting Southeast Asian football entities. Some years ago, they rolled out an umbrella deal with the Thai Premier League – a lasting legacy of which is a clutch of remaining partnerships with clubs including Chonburi FC and Muang Thong United – and in February 2019, they also signed up as the Title Sponsors of the Singapore Premier League for 2 years.

From a data perspective, AIA loves sport too. Almost 92% (~US$106.8m) of its spend is skewed towards sport platforms; while overall it has the 3^rd largest share for the insurance category (14%, ~US$116.5m since Q117). And the company’s spends seem to be increasing: in the H2-2019, they have spent almost US$15m per quarter, significantly more than their usual quarterly average of US$10m.

So the Asian insurer continues to plough its marketing dollars into sponsorship – and specifically sport – while the Myanmar investment is a clear case of a brand (once again) using sports as an entrée to a new market and audience.