Tottenham chairman Daniel Levy has welcomed new sponsors AIA.
Spurs announced the insurance firm will sponsor this season's cup shirts.
The deal will see the company's red insignia stand in for Spurs' Premier League sponsor Hewlett Packard in every one of their Europa League, FA Cup and Capital One Cup exploits next term.
Levy hopes the strength of the brand will help draw supporters from further afield.
Levy said: "We are delighted to welcome AIA, one of the world's leading life insurers, as a Tottenham Hotspur Partner.
"AIA has a unique and long history in Asia, and today is a high-growth company and a clear market leader in their field.
"We are pleased to have the AIA name on our shirts, particularly given the stature and strength of the AIA brand.
"We look forward to working closely with AIA over the coming season and introducing our club to more fans in AIA's home, the dynamic Asia-Pacific region."
