Tottenham supporters are all saying the same thing after £40m shirt sponsor news

Tottenham will have a new front-of-shirt sponsor from the 2027/28 season with AIA switching to become their training wear sponsor at that point and that has left the supporters hoping for one thing in particular.

Spurs' long-term partnership with the big insurance company began back in 2013, in a deal that is currently reportedly worth £40million a season, and has now been extended until 2032 but with a major scaled down change. AIA will remain as the club’s Global Principal Partner and front-of-shirt sponsor until the end of the 2026/2027 season but then the company will switch to becoming the club’s Global Training Partner from July 2027 through to June 2032.

That means Tottenham will be looking to tie up a new lucrative front-of-shirt sponsor for the 2027/28 season and while the AIA deal has been a lucrative one for the north London club, one thing has always irked the supporters about the sponsorship. That is the bright red company logo that adorns the club's home shirt each season, for Spurs fans do not like the colour red.

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The Premier League club once sold an entire range of clothing bearing the logo 'Never Red', due to the colour's association with Tottenham's north London rivals Arsenal.

So when the news of the sponsorship change emerged, most Spurs supporters on social media made it clear that they hoped the splash of red would be gone from the kits from the summer of 2027 onwards.

From July 2027, the AIA brand will be featured on the training wear for all the club's teams and coaches' apparel and will continue to appear on LED signage at the Tottenham Hotspur Stadium.

"During our long-term partnership to date, Tottenham Hotspur and AIA have made history together. Both brands have experienced significant growth as we have shared unforgettable moments on and off the pitch, including some of the most important events in our club’s history," said Spurs' chief revenue officer Ryan Norys.

"Importantly, the partnership has been able to make a tangible, positive difference in the lives of thousands of young people across Asia– bringing our unique brand of football coaching to a region that has such a huge passion for the game – with the clear message of empowering people to live Healthier, Longer, Better Lives.

"We are incredibly excited for the next chapter of a special partnership that will see our two globally recognised brands remain synonymous with each other for many years to come.”

Stuart A. Spencer, AIA's group chief marketing officer added: "AIA is delighted to extend our strong partnership with Tottenham Hotspur Football Club through to 2032. The evolution of our partnership reflects our shared belief in the power of sport to inspire healthier living and personal development.

"Asia is the region with the Premier League’s largest fanbase and as we enter the next chapter of our collaboration, we’re excited to build on our achievements and introduce new initiatives that empower people across Asia to live Healthier, Longer, Better Lives.

"AIA’s own commitment to best-in-class training initiatives reflects the same principles championed by the Club – teamwork, personal growth, and excellence. AIA has continued to set new records with 11 consecutive global Million Dollar Round Table number one rankings, demonstrating how training underpins the success of our professional agency and helps to cultivate the industry’s best talent."