Development of a long-term digital activation strategy for Tottenham Hotspur's principal partner, AIA. Driven out of Asia in collaboration with CSM, the focus was how to engage football fans in 18 key markets to generate leads and direct ROI. Our strategy comprised of 3 elements - 1. 'Reach' targeting a broad football audience, 2. 'Engagement' by using Spurs content to educate the audience on AIA's message and 3. 'Coaching' by providing a virtual platform to bring professional football, nutrition and wellness to as many people in Asia as possible.