Asia

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October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out an epic campaign of activations through 2018 and 2019.

March 2020 saw Standard Chartered celebrate a decade of Liverpool FC sponsorship with a blockbuster film called ‘A Liverpool Story’, which emphasised the values of determination and long-term commitment.

At the 2019 Hong Kong Sevens, French rugby legend Sébastien Chabal fronted activations for Marriott aimed at promoting the Bonvoy rewards programme in Asia-Pacific.

Industrial and Commercial Bank of China (ICBC) has agreed a deal to sponsor the 2022 edition of the Asian Games multi-sport event, which will be held in Hangzhou

US technology giant Intel has announced plans for activations at the Tokyo 2020 Olympic Games that will showcase its technology and an esports tournament in Tokyo in the lead-up to the Games

Arya Premier, a Malaysia-based events and business development company, has signed up as title sponsor of Le Tour de Femina, a UCI-sanctioned women's cycle race taking place from November 16 to 21 in Malaysia

Features

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Nissan activated its rights around the 2017 ICC Champions Trophy through a social campaign in India that offered low-latency Twitter highlights of the key match action.

Wanda activated its rights around the 2018 Russia World Cup through a multi-strand activation spanning a flag-bearer experience, hospitality programme, fan ticketing and a digital experience.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.

AIA leveraged its partnership with Tottenham Hotspur to create video content pushing its umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across Asia-Pacific.

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.

Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.

Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.

French Ligue 1 club Paris Saint-Germain has signed its first regional partnership with Philippine betting brand LoveBet.

The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.

Malaysian national oil and gas company Petronas is paying between €600,000 ($692,000) and €900,000 per year for a package of branding and hospitality rights at the Thailand and Malaysian legs of the Mot…

Spain’s LaLiga added at least $8.1m (£6.2m/€7m) in sponsorship revenue over the summer via five new deals, SportBusiness Sponsorship has learned. Th

PROJECT DETAILS Sponsorship title: Official Partner of the Indian Super League Duration of sponsorship: November 2017 – November 2018 (1 year) E