Asia

Football
Licensing & Merchandising

Spanish LaLiga football club FC Barcelona has agreed a deal with Japanese e-commerce giant Rakuten to roll out an exclusive range of club merchandise on its platform
Cricket
Sponsorship & Marketing

The Bangladesh Cricket Board and Sri Lanka Cricket have both struck fresh sponsorship deals for their respective men’s national cricket teams.
Cricket
Sponsorship & Marketing

Asian betting and gambling firm W88 has agreed a multi-year endorsement deal with former West Indies cricket star Brian Lara
Multi-sport

Nissin Foods, the official Noodle partner of Tokyo 2020, ran an early 2020 regional television and social campaign that aimed to break down the perceived Games-related divide between host city Tokyo and the rest of the country.
Football

In December 2020, primary partner Honda leveraged its Vietnam Football Federation rights through a TV, digital and social campaign pushing the idea that every goal the side scored was a result of the shared dreams of the entire country.
Cricket

Dream11's wide-ranging activation program for 2020, its first year as IPL title sponsor, included a GIPHY Channel strand that gave locked-down Indian cricket fans a library of social meme fuel.
Football

UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans
Golf
Finance & Law

Golf equipment brand TaylorMade has been acquired by Korea-based private equity firm, Centroid Investment Partners
Football

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.
Multi-sport
Fan Engagement

The China arm of global sports and entertainment group Endeavor has agreed to acquire China-based sports digital agency Mailman Group, SportBusiness understands
Esports

Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.
Cricket

Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.
Mixed Martial Arts
Licensing & Merchandising

Singapore-based mixed martial arts promotion One Championship has agreed a licensing deal with headwear brand Tokyo Time, providing it with limited edition hats and beanies
Baseball

CTBC Bank leveraged its title sponsorship of the 2019 WBSC Premier 12 through a short film-led campaign that aimed to unite the country’s support for the national team and boost brand sentiment.
Cricket

Edtech startup Unacademy leveraged its IPL 2020 partnership – including title rights to the ‘Unacademy Fan of the Match’ and the ‘Unacademy Cracking Sixes’ – to target potential and current students aged 14 to 32.
Football
Sponsorship & Marketing

Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis
Motorsport
Events

Formula 1 is set to continue racing at Suzuka Circuit until at least the 2024 season, after a three-year contract extension was struck for the Japanese Grand Prix
Football

The centrepiece of DHL’s Hero Indian Super League activation during the pandemic-affected 2020-21 season saw the international logistics brand deliver the match ball to every game via drone to minimise unnecessary contact.