Tottenham Hotspur continue their policy from last season of having a different shirt sponsor for all cup competitions; FA Cup, Capital One Cup and Europa League. The deal with the largest pan-Asian insurance company AIA was announced Thursday 15th August and is likely to bring them more money than just having HP as their sponsor for all competitions.
There is a slight hint of controversy about the new deal as the sponsor's logo is red, and of course, the colour red defines Tottenham’s bitter North London rivals Arsenal, although this minor issue will disgruntle not too many fans.
AIA replaces Investec as the cup shirt sponsor, the banking and asset management group had sponsored Spurs for 3 seasons from the 2010/11 season.
AIA is based in the Asia-Pacific region and the club hopes that their strong presence in this region will help to raise awareness of Tottenham to potential fans in the region.
The Premier League is already huge in Asia and Spurs have a growing fan base in the region, with AIA claiming Tottenham's Asian fan base is 80 million strong.
This is partly due to their notable improved successes in recent years.Spurs participated in the Hong Kong Barclays Asia Trophy in pre-season and there was a huge turnout of mostly Indonesian Spurs fans, with there being a notably large Spurs stronghold in the 4th most populous country in the world.
Spurs have already worn the shirt in their Europa League play-off tie away to Dinamo Tbilisi in Thursday's 5-0 thrashing.
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