Pan-Asian life insurance group, AIA, has signed a multi-year agreement with ex-Man Utd footballer David Beckham, under which he will become the company’s global ambassador.

In this newly created role, AIA said Beckham will support in its goal of helping people in the Asia-Pacific region live longer, healthier, better lives.

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As global ambassador, Beckham will be present at a number of AIA’s most important community and business activities to personify and demonstrate the benefits and the importance of maintaining a healthy lifestyle.

These will include events for the insurer’s customers, agents, partners and employees. The new role has been created following the launch of AIA Vitality, Asia’s science-backed wellness platform.

It provides members with the knowledge, tools and motivation to help them make achievable steps to meet health goals and bring about long-term positive behavioural change regarding dedication to maintaining a healthier lifestyle.

Mark Tucker, AIA’s group chief executive and president, said: “We are delighted to welcome David as AIA’s Global Ambassador. David is an incredibly successful global sporting icon, a committed family man and is hugely respected for his longstanding community and charity work; most notably as a UNICEF Goodwill Ambassador over the past 12 years.”

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Ng Keng Hooi, AIA’s group chief executive & president designate, said: “David is a natural fit with AIA as we pursue our purpose to play a leadership role in the social and economic development of the communities we serve and in doing so, helping millions of people across the Asia-Pacific region to live longer, healthier, better lives.”

Beckham, said: “I am a passionate believer in the value of wellness and maintaining a healthy lifestyle and I share AIA’s commitment to encourage people to take charge of their health.”

AIA Vitality members are encouraged and incentivised to actively engage in health and wellness initiatives and activities by offering them enhanced benefits, including premium discounts, on their insurance policies and other rewards from a wide variety of third party providers.

AIA Group is a publicly listed pan-Asian life insurance group. It has a presence in 18 markets in Asia-Pacific – wholly owned branches and subsidiaries in Hong Kong; Thailand; Singapore; Malaysia; China; Korea; the Philippines; Australia; Indonesia; Taiwan; Vietnam; New Zealand; Macau; Brunei; Cambodia;  a 97 per cent subsidiary in Sri Lanka, a 49 per cent joint venture in India and a representative office in Myanmar.

For all the latest insight, news and data on the global life and health insurance and reinsurance markets, visit www.lifeinsuranceinternational.com