Unlocking Growth: How Asian and Homegrown ASEAN Brands Can Use Sports Partnerships to Dominate ASEAN
ASEAN, a dynamic region with over 660 million people and a middle class growing at an annual rate of 5 percent is now clearly established as the world’s fifth largest economy. With its emergence as a dominant force on the global stage, the region is a major focus for brands looking to increase their global share and consumer reach.
David Rothenhaeuser
Published on October 28th, 2024
In this Insight:
The rise of ASEAN football is on pace with the region’s economic growth together with digital penetration and user adoption. This combined with the undying passion of ASEAN football fans who are now all connected in our contemporary digital landscape offers brands a multitude of opportunities to connect and engage meaningfully with hundreds of millions of consumers throughout Southeast Asia.
The power of sports partnerships has long been a key strategy for brands to penetrate new markets, create awareness and build customer loyalty. Today, ASEAN football is the most powerful strategy to drive brands’ future growth and achieve their business goals.
One sports sponsorship opportunity that stands above others is the new and innovative ASEAN United FC – an integrated marketing platform of the region’s four leading tournaments - the ASEAN Mitsubishi Electric Cup™ 2024, ASEAN Club Championship Shopee Cup™, ASEAN Women’s Championship™ and ASEAN U-23 Championship™.
ASEAN United FC harnesses the popularity of ASEAN football to connect brands to their fans. It allows Asian and homegrown ASEAN brands to dominate their sectors and grow their market share from the region’s major cities and urban centres to rural heartlands and underserved communities through captive viewership audiences and opportunities for consumer engagement that are unmatched in Southeast Asia.
The Benefits of Partnerships with ASEAN Football
Engaging a Massive Audience, United by Football
Football unites ASEAN like no other sport. The love for the game in Southeast Asia transcends borders and the region’s geopolitical, socio-economic and cultural diversity. Indonesia, Malaysia, Thailand and Vietnam, the four largest markets, lead the region’s mass audiences of football fans which include over 300 million active viewers on various digital media platforms. Brands sponsoring premier football properties such as ASEAN United FC can tap into this passionate audience to elevate brand presence and increase sales in Southeast Asia. By aligning with football's deep-rooted appeal, brands can forge lasting emotional connections with fans across the region.
Localized Engagement & Immersive Content
Partnerships with sports properties like ASEAN United FC allow brands to hyper-localize their campaigns. A brand alignment with premier ASEAN football events such as the ASEAN Mitsubishi Electric Cup™, a cornerstone of the region’s football culture and the ASEAN Shopee Cup™, the first official club competition in Southeast Asia driven by the rising popularity and success of the region’s national leagues, offer brands a myriad of opportunities to develop market relevant, culturally attuned campaigns. Additionally, through related fan-driven events such as the Mitsubishi Electric Cup™ 2024 Trophy Tour and Shopee Cup™ Trophy Tour, brands can cultivate deeper, more meaningful engagement with consumers.
Boosts Brand Awareness and Loyalty
Sporting events provide an ideal platform with multiple touchpoints across broadcast, digital and social media mediums, and in-person engagement with consumers. Brands leveraging sports sponsorships as part of their marketing strategy and initiatives can increase brand awareness while developing strong emotional connections with fans through a common bond. The 2022 edition of the ASEAN Mitsubishi Electric Cup™ achieved a viewership of nearly 440 million across 10 Southeast Asian nations and 4.2 billion video views. This offered its partners a focused consumer market to acquire a new generation of customers while nurturing and strengthening existing relationships now and into the future.
Entering New Markets With Greater Credibility
Sports sponsorships offer brands a unique way to break into new markets. ASEAN’s geopolitical, socio-economic and cultural diversity can pose challenges for brands, but sports, and in particular ASEAN football, can serve as a unifying force. By sponsoring Southeast Asia’s favourite sport – football, brands can quickly gain credibility and trust in markets where they may be relatively unknown. Featuring the region’s top football events, ASEAN United FC delivers targeted access, reach and exposure in nearly every corner of Southeast Asia. With year-round engagement, unique customer experiences and immersive digital content, brands can build strong consumer relationships and loyalty.
Success Stories: Brands Winning in ASEAN Sports Sponsorships
Mitsubishi Electric – A Globally Renowned Asian Brand’s Title Partnership of the ASEAN Mitsubishi Electric Cup™ 2022 and 2024
Globally renowned Japanese electronics company Mitsubishi Electric capitalized on its title partnership of the ASEAN Championship, renamed ASEAN Mitsubishi Electric Cup™, as part of a strategy to increase growth in Southeast Asia. With nearly half a billion viewers and a further 4.2bn video views on social channels in the 2022 event, and fan activation programmes including the Trophy Tour and Football Clinics (a CSR programme), the partnership supported Mitsubishi Electric’s objectives to enhance regional visibility and increase sales. The company also leveraged the rights and benefits of its title partnership to mobilize the interest, support and participation of its local offices, distributors and staff throughout ASEAN.
Shopee – A Homegrown ASEAN Brand’s Title Partnership of the ASEAN Club Championship Shopee Cup™
Shopee’s title partnership of the ASEAN Club Championship, the first official regional club competition newly launched in 2024, represents among the most transformative of sponsorships in Asia. Shopee Cup will help shape a bold new future for professional club football across ASEAN. It will also transform how Southeast Asians live, breathe and consume football. For Shopee, a homegrown ASEAN company of global renown and the region’s e-commerce market leader, Shopee Cup is aligned with its mission to “connect the dots.” Shopee integrates the Shopee Cup’s comprehensive rights and benefits into the brand’s marketing strategies, campaigns and digital channels, to maintain its dominance in ASEAN by expanding its reach into as yet untapped areas to acquire a new generation of loyal customers while strengthening existing relationships so that they last a lifetime.
ASEAN United FC: A Game-Changer for Brand Partnerships
ASEAN United FC, an integrated football marketing platform created and managed by SPORTFIVE places brands prominently at the heart of ASEAN football. It delivers targeted geographic access, and wide reach and exposure in every ASEAN market at a value that is unachievable elsewhere. It positions every partner as a strong member of the ASEAN football community that is aligned with the aspirations of the region and its people. ASEAN United FC partners can capitalize on a first-mover advantage and outpace competitors by building meaningful customer relationships and instilling affinity and loyalty with ASEAN football fans and consumers through ongoing engagement and a total connected experience with their products and services.
For brands looking to unlock growth and expand their footprint in the ASEAN region, sports partnerships are a tried and tested strategy. Through football and specifically ASEAN United FC, brands can achieve high visibility, engage passionate audiences, and build long-lasting emotional connections with consumers. The opportunities are vast, and with strategic collaborations with a platform like ASEAN United FC that resonates deeply with Southeast Asians, brands can position themselves at the heart of the region’s largest and most dynamic economies now and into the future.
Read also
“For Western brands, the time to enter the ASEAN market is now."
Seamus O'Brien, a leading figure in the global sports industry and one of the most preeminent executives in the business of sport in Asia is President APAC at SPORTFIVE. He is renowned for his strategic insights in growing sports’ assets and their commercial value. In an interview with Beyond The Match, he shares his views on ASEAN's growing potential for both Western brands seeking to enter Asia and Asian brands looking to expand their reach in the region.
How Western Brands Can Break into ASEAN Markets Through Sports Partnerships
With ASEAN’s emergence as a dominant force on the global stage, the region is a major focus for Western brands targeting further growth. In ASEAN, which comprises over 660 million consumers across 10 nations, sports partnerships have emerged as a powerful tool for market entry and brand building. Southeast Asia’s incredible passion for sports, and in particular football, offers a strong connection to the hearts and minds of the region’s consumers.
Explore how ASEAN United FC sponsorships can drive brand growth and loyalty across Southeast Asia.
FREQUENTLY ASKED QUESTIONS
Everything you need to know.
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
In modern sports, several different types of partnerships exist, all of which can generate significant value.
Sponsorship deals are perhaps the most common form of sports partnerships. Companies invest in sports teams or events in exchange for advertising and brand exposure. These deals provide financial support to the teams and help sponsors connect with their target audience.
Strategic alliances involve two or more sports organisations coming together to achieve common goals. This could include sharing resources, facilities, or even talent. Such partnerships can lead to improved facilities, enhanced scouting networks, and ultimately, better performances on the pitch.
Successful sports teams recognize the importance of engaging with their local communities. Community partnershipsinvolve initiatives such as youth sports programs, charity events, and education. These partnerships not only create goodwill but can foster a committed and engaged fan base.
In today's digital age, media collaborations are key. Sports teams and media outlets often join forces to collaborate on engaging content, including exclusive interviews, behind-the-scenes footage, and live broadcasts. These partnerships boost visibility for both parties.
ASEAN United FC is a newly launched official digital platform created by the ASEAN Football Federation (AFF) in partnership with SPORTFIVE. This platform centers around the AFF’s four major national team and club events: the ASEAN Mitsubishi Electric Cup 2024™, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™, and the ASEAN U-23 Championship™. ASEAN United FC aims to unite and engage fans across Southeast Asia through these key tournaments, celebrating the region’s passion and talent in football.
Sports athlete sponsorships are those where individual athletes are sponsored by a brand. They may wear branded apparel whilst competing or during commercial appearances and press conferences, or they might appear in advertisements or other promotional materials for the brand. The brand will either offer a set fee to them, or pay for their kit, equipment or travel in return.
Sports organisation sponsorships involve entities like a team or league being sponsored by a brand. Like with individual athletes, they will either receive a fee from the brand, or payment for things like kits, equipment or ground maintenance.
In return, a team may display the company’s logos around its stadium, for example, while a league might include the sponsor in its name.
Sports event sponsorships are where sports events — like an international or regional tournament — are sponsored by a brand. This type of partnership can involve things like the event either changing its title to incorporate the brand’s name, or using the brand’s logo on official products. The event organisers will either receive a set fee or have expenditures like venue hire, hospitality, catering, publicity, programmes and officials’ costs covered.
ASEAN United FC represents all ten member countries of ASEAN: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. This cross-national collaboration showcases the collective spirit and diversity of Southeast Asia within the world of football. More information on the ASEAN United FC can be found here.
Sports partnerships can be defined as a new level of sports sponsorships: they represent a tighter-fitted collaboration between sports and businesses or brands.
Partnerships are less based on standard marketing benefits and more tailor-made on the company’s specific needs, and several company levels are involved in the sports project: from marketing to Research & Development, from production to management.
Partnerships tend to be focused on the improvement and development of specific products or services, and are usually long-term. They can be very effective on the customers and clients, who witness a true affinity with some of the world’s most winning properties. Partnerships are often multidimensional and multi-layered, with the development of new tech, as well as new products and the marketing that comes with them.
ASEAN United FC offers a range of sponsorship and partnership opportunities for brands looking to connect with passionate football fans across the ASEAN region. For detailed information on partnership opportunities and ways for brands to get involved, please visit this page, which outlines the diverse ways brands can support and engage with ASEAN United FC.
Image objectives
Brands that are active in sports sponsorship are more likeable, more relevant and better trusted among fans. We call this the “emotional uplift”. Not only were we able to demonstrate this effect in a qualitative market research study, but we have also quantified it.
Awareness objectives
Whether among top target groups or the population at large, boosting brand awareness is a traditional strength of sponsorship. In an age of fragmented media consumption, it is becoming an increasingly frequent unique selling point in sport.
B2C customer retention
Sports sponsorship shortens distances and turns customers into lasting brand fans through promotions like money-can’t-buy experiences, loyalty incentives, exclusive benefits, prize draws, bonus programmes or sensation marketing.
Maintaining B2B contact
Professional infrastructure, special occasions and memorable experiences: the fervour surrounding sport makes for the perfect hosting platform for forging new business relationships and strengthening existing ones.
Tapping new target groups
Sponsorship can overcome dialogue obstacles and enables organisations to reach their target groups before and even after purchases are made, provided the platform has maximum target group overlap.
6. Sales and revenue objectives
Sponsorship affects revenue, be it via direct sales, branding at the point of sale, the expansion of sales networks, or one of the many new activation formats for sales promotion in sport.
Corporate social responsibility
Nutrition, health, youth empowerment and sustainability (to name a few): professional sport provides companies with a platform that impacts a range of economic sectors and can lead to authentic ways of implementing CSR measures.
Employer branding
Sponsorship is becoming an increasingly important tool in the so-called war for talent. It is used for recruiting new employees or retaining existing employees who have been with the company for a long time.
Enhanced Fan Experience: Improve the overall fan experience by offering exclusive content, access, or promotions through the partnership.
Innovation and Technology: Showcase technological advancements or innovations through sports partnerships, positioning the brand as forward-thinking and cutting-edge.
SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.
SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:
Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.
Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans.
Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.
Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.
Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.
Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.
Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.
Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.
In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.
Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:
Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.
Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours.
Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.
Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.
Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.
Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.
By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.
Several trends are shaping the landscape of sports marketing, reflecting the evolving preferences of fans, advancements in technology, and a growing emphasis on sustainability and social responsibility. Here are some current trends in sports marketing:
Digital Engagement and NFTs
The rise of digital engagement through social media, mobile apps, and interactive content. Non-fungible tokens (NFTs) are gaining popularity for unique digital collectibles, allowing fans to own exclusive items tied to sports events.
Augmented and Virtual Reality
Integration of augmented reality (AR) and virtual reality (VR) technologies to enhance fan experiences. Virtual stadium tours, immersive AR experiences, and VR content are becoming prevalent.
E-commerce and Direct-to-Consumer Sales
Sports entities are increasingly focusing on e-commerce, enabling direct-to-consumer sales of merchandise and tickets. This trend enhances fan engagement and allows for personalised interactions.
Personalised Fan Experiences
Customization of fan experiences through data analytics. Personalised content, offers, and interactions tailored to individual preferences contribute to a more engaging and relevant fan experience.
Sustainability Initiatives
Growing emphasis on sustainability and eco-friendly practices in sports marketing. Sports organisations are adopting green initiatives, promoting sustainable events, and engaging in environmental conservation efforts.
Social Responsibility and Inclusivity
A commitment to social responsibility and inclusivity. Sports entities are leveraging their platforms to address social issues, promote diversity and inclusion, and engage in community outreach programs.
Esports Integration
The integration of esports into traditional sports marketing strategies. Esports partnerships, sponsorships, and events are on the rise, attracting a younger and tech-savvy demographic.
Athlete Empowerment and Personal Branding
Athletes are increasingly empowered to build and promote their personal brands through social media, content creation, and endorsements. Authenticity and storytelling play a crucial role in athlete marketing.
Live Streaming and OTT Platforms
The growing importance of live streaming and over-the-top (OTT) platforms for sports content consumption. Sports organisations are exploring direct-to-consumer streaming services to reach global audiences.
Blockchain and Fan Tokenization
The use of blockchain technology for fan tokenization. Sports teams and leagues are launching fan tokens, providing fans with exclusive benefits, voting rights, and a stake in the team's decision-making process.
Health and Wellness Partnerships
Collaborations with health and wellness brands. Sports entities are aligning with brands focused on fitness, nutrition, and overall well-being to promote a healthy lifestyle.
Interactive Content and Gamification
Interactive content and gamification strategies to engage fans. From interactive polls to gamified experiences, sports marketing is leveraging elements of play and competition.
Dynamic Ticket Pricing
Implementation of dynamic ticket pricing models, adjusting ticket prices based on factors such as demand, team performance, and event significance.
Innovative Sponsorship Activations
Creative and innovative sponsorship activations. Brands are exploring unique ways to activate sponsorships, including virtual activations, interactive campaigns, and experiential marketing.
Staying abreast of these trends allows sports marketers to adapt their strategies, engage with their target audience effectively, and create memorable and impactful experiences in the ever-evolving landscape of sports marketing.
