The world of football sponsorship in Asia is currently undergoing a significant shift, as brands are increasingly directing their investment towards English and European football. Despite this, the region has witnessed a 73% growth in football sponsorship since 2013, signifying a broader and more diverse market. Traditional favourites such as Financial Services and Apparel continue to dominate, but the emergence of Technology and Gambling brands has been particularly noteworthy.
In 2023, the leading sponsors in Asia were headed by Nike at US$85.2mn, followed by Spotify at US$70mn and Standard Chartered at US$62.8mn. It is noteworthy that Technology and Gambling brands have made remarkable strides, with Spotify’s US$60mn investment in Barcelona FC in 2022 propelling it into the list of top sponsors. However, it is important to note that the top ten sponsors accounted for only 32% of overall spending, indicating a growing number of brands investing in football sponsorship.
While Financial Services and Apparel have consistently been the top categories for football sponsorship, there have been notable changes. Technology’s share of sponsorship spending increased from 2% to 9% between 2013 and 2023, largely due to Spotify’s heavy investment in Barcelona FC. Additionally, gambling brands have emerged as significant sponsors, collectively accounting for 6% of the total sponsorship spend in 2023. However, concerns about the sustainability of gambling sponsorship in the face of potential legislation bans are present.
Conversely, alcoholic beverages have witnessed a decline in sponsorship, dropping from 6% to 3% in 2023, largely as a consequence of legislation and public opinion. However, Thailand stands as an exception, with leading beer brands contributing to 20% of the country’s total investment in football sponsorship.
The most significant deals in Asian football sponsorship in 2023 were made by Standard Chartered, Spotify, and AIA, with a combined investment of US$172mn. Among the top 20 spending brands, 62% went to English and European clubs, underscoring the popularity and attraction of these teams.
Looking forward to 2024, the potential impact of legislation on gambling sponsorship and its influence on football clubs remains a significant point of interest. The report reflects on the complexities surrounding football sponsorship in Asia, particularly in relation to varying regulations and industry trends.
Paul Poole (South East Asia) Co Ltd, the parent company of Asia Sponsorship News (ASN) and a member of the Asian Sponsorship Association, has provided insights into the evolving landscape of football sponsorship in Asia. The full report on ‘Brands in Football Asia 2024’ can be accessed for further analysis and understanding of the trends shaping the industry.