AIA Singapore appoints Tottenham star Son Heung-min as first brand ambassador
Lee U-Wen
SON Heung-min is, by some distance, the most recognisable footballer from South Korea today and one of the finest players from Asia to grace the elite levels in Europe. Whether it is London or Seoul or Doha, the 30-year-old Tottenham Hotspur forward and South Korea team captain is mobbed wherever he goes. And now, he has a strong Singapore connection too.
In the lead-up to Tottenham’s English Premier League (EPL) match with their North London rivals Arsenal on Sunday (Jan 15), Son was unveiled by insurer AIA Singapore as its first brand ambassador for Singapore.
His appointment is part of the AIA One Billion movement that aims to engage a billion people across the region to live healthier, longer and better lives by 2030. In his new role, AIA said in a news release that Son will “inspire Singaporeans to live better every day by promoting holistic wellness in three key aspects – physical health, motivation and mental health, as well as financial health”.
“I will try and help in the best way I can with my skills and awareness (of these aspects),” said Son, a seven-time Asian Footballer of the Year and the first Asian winner of the EPL’s Golden Boot last season.
“In our busy lives, we can forget many things such as how important it is to live longer, healthier and better lives. Making small changes to your lives can mean a lot. In my role as an ambassador, I will set a good example for everyone.”
Son, who signed for Tottenham in 2015 after spending five years with clubs in Germany, also shared that many of his values and outlook on life have been imparted by his parents.
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“As a child, they always inspired me to better myself in all I do. And if I wanted to be the best football player I could be, I would have to outdo myself by being in the best physical and mental health while also respecting others. To this day, I hold these values dearly – that a good frame of mind, a healthy lifestyle and being a team player are important,” he said.
This is not Son’s first involvement with AIA in an ambassadorial role. In November 2021, both Son and South Korea’s women national team captain Cho So-hyun were appointed by AIA Korea as ambassadors. And earlier this month, AIA Group announced that Son’s Tottenham teammate and England captain Harry Kane has been appointed as an ambassador.
AIA has been Tottenham’s global principal partner since 2013, and the company’s signature red logo is emblazoned across the front of the club’s jerseys.
Melita Teo, the chief customer and digital officer at AIA Singapore, described Son as “an icon and inspiration” for many people.
“His journey with football highlights his talent and personal values of self-improvement, grit and determination. His values and current journey as a professional footballer to never settle for (the) status quo is parallel to AIA Singapore’s constant pursuit to better support customers to live better by achieving holistic wellness,” she said.
In its news release, AIA said Son will play a key role in championing AIA Singapore’s initiatives this year, including activities for its customers, insurance representatives, corporate partners and employees.
Last year, AIA Singapore and Tottenham launched the Grant a Wish with AIA Better Lives Fund, an initiative to raise funds for children, youth and their families in need.
The proceeds went towards supporting beneficiaries of the AIA Better Lives Fund through the Community Chest, which included AIA Singapore’s adopted charity partners Children’s Wishing Well and Viva Foundation. The funds raised also went to the Tottenham Hotspur Foundation.
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