Director, Football Initiatives – AIA

Adrian New

Adrian has worked in Sport since 1992 when, as Head of Marketing for Visa International, he attended his first Olympics in Barcelona. Adrian worked with Visa until 2001 and during that time he created sponsorship and activation programmes for – 4 different Olympic Games, 1995 Rugby World Cup, the Tour de France, the English Premier League and European Basketball.

In 2001 Adrian set up a Sports Consultancy called Redmandarin and in 2002 moved to Singapore to provide strategic sponsorship advice to Asian brands. In 2005, he joined World Sports Group as Head of Sales, selling sponsorship packages for the Asian Football Confederation and for 15 national Golf Opens across Asia. In 2011 Adrian joined Chelsea FC as Managing Director for Asia with responsibility for all commercial activities of the Club in Asia – sponsorship deals, fan engagement through digital, Tours and Soccer Schools.

In 2016 Adrian joined AIA as Director of Football Initiatives with responsibility for the AIA partnership with Tottenham Hotspur. Adrian’s role is to ensure the various assets made available to AIA through the partnership are leveraged to drive AIA’s business through customer acquisition as well as bringing to life the brand positioning of helping people to live a “Healthier, Longer, Better Life”.