The Sponsorship Experts have sponsored the ASN Brands In Football Asia 2024 report. The report provides insight into the most popular sports sponsorship vehicle on the continent.
In global terms, football sponsorship in Asia remains relatively small, accounting for just 2.4 percent of all football sponsorships in the world, worth USD58 billion. That being said, football sponsorship in Asia has grown by 73 percent since 2013, and the market remains dynamic with significant changes in sponsors.
Technology and gambling brands are climbing up the ladder in terms of money spent, although financial services and apparel continue to dominate. The two sectors account for 30 percent of total investment in 2023, thanks to brands like Nike, Adidas, Standard Chartered and AIA.
In the other end of the scale, alcoholic beverages decreased their sponsorship spending, down from 6 percent in 2013 to 3 percent in 2023. Thailand is an outlier in this segment, as alcoholic beverages accounted for 20 percent, or USD15 million, of Thailand’s total investment through three of the country’s leading beer brands: Chang, Singha and Leo.
The report also shows that the majority of investment into football in Asia still goes to English and European clubs. In fact 62 percent of the largest 20 Asian sponsorship deals went to English and European clubs in 2023.
The ASN Brands In Football Asia 2024 report is the first syndicated ASN report of 2024, sponsored by Paul Poole (South East Asia) Co., Ltd.
ASN is the leading market intelligence service for the sponsorship industry in Asia, which distributes independent news, analytics and insights on a subscription basis, with a bespoke consultancy and training service.
ASN is operated by Asia Sponsorship News Co., Ltd. a subsidiary of Paul Poole (South East Asia) Co., Ltd.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
