AIA Korea leverages sports to deepen customer engagement amid insurance industry's shift to wellness
Participants take part in football training during the 2025 AIA-Tottenham Hotspur Football Camp, a seven-day training program that kicked off Dec. 7 at a FIFA-certified sports resort in Koh Samui, Thailand. Courtesy of AIA Korea
AIA Korea is steadily strengthening sports-driven, customer-participation marketing focused on health and wellness, aiming to promote healthier lifestyles among customers while enhancing brand trust, the insurer said Wednesday.
This move aligns with a broader shift in the insurance industry away from post-event compensation toward preventive care that helps manage and improve health in advance.
The trend was reflected in a recent survey of insurance company CEOs conducted by the Korea Insurance Research Institute, which showed that health management services ranked as the most closely watched new business area for the third consecutive year.
AIA Group’s partnership with English Premier League club Tottenham Hotspur F.C. stands at the center of its shift toward preventive health care.
Through its Global Principal Partnership, AIA Korea operates programs for its customers, employees, telesales representatives and Master Planners of AIA Premier Partners, offering exclusive brand experiences.
One flagship initiative is the AIA-Spurs Children’s Health Football Program, a joint youth football education program designed to support children’s healthy development and identify promising talent.
This year, about 720 elementary and middle school students participated in the program in Seoul’s Yongsan and Seongdong districts. Outstanding participants aged 11 to 13 were selected by Tottenham’s Global Football Development coaches to attend the overseas 2025 AIA-Tottenham Hotspur Football Camp.
The camp, designed to foster young sports talent across AIA Group’s Asian markets, saw 22 Korean youths take part in a seven-day training program at a FIFA-certified sports resort in Koh Samui, Thailand.
Participants received professional coaching from Tottenham's trainers, along with education on nutrition, healthy lifestyle habits, mental wellbeing and environmental awareness.
AIA Group will extend its collaboration with Tottenham beyond the current partnership, serving as the club’s Global Training Partner from July 2027 to June 2032. Under the new agreement, the AIA brand will appear on players’ and coaches’ training kits as well as on LED signage at Tottenham Hotspur Stadium.
Team AIA members pose during the company’s participation in the 2025 JTBC Seoul Marathon, Nov. 2. The insurer took part in one of the nation’s most iconic races as an official sponsor for the third consecutive year. Courtesy of AIA Korea
Beyond football, AIA Korea also served as an official sponsor of the 2025 JTBC Seoul Marathon in November for the third consecutive year.
The company formed a 700-member team, bringing together employees, sales staff, partners and customers to promote a running-based healthy lifestyle.
Participants received professional coaching ahead of the race, while on-site experiential booths and a matching-donation ceremony further highlighted the company’s commitment to health and community engagement.
“Insurance is no longer just about protection; it is evolving into a life partner that supports customers’ healthy daily lives and overall quality of life,” an AIA Korea official said. “Through sports, we are fostering a culture in which customers and employees can actively participate and connect around healthier living. We will continue to expand customer touchpoints through diverse sports programs and bring to life AIA’s purpose of helping people live ‘Healthier, Longer, Better Lives.’”