South-East Asia

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Football
Beer

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.
Motorsport
Beer

Heineken, the official beer of F1, leveraged the 2019 Singapore Grand Prix through an augmented reality game that offered fans the change to win race and pre-race party tickets.
Football
Tyres

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

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.
Motorsport
Beer

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.

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Cycling
Commercial Services & Supplies

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
Football
Beer

Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia
Football
Automobile Manufactures

Komoco Motors, the sole distributor of Hyundai cars in Singapore, has signed as the title sponsor of the Singapore Cup club football competition
Sepaktakraw
Active Wear

Chinese sportswear company Li-Ning has broadened its portfolio by agreeing a partnership with Malaysia’s SepakTakraw League (STL).

Features

Motorsport
Oil, Gas & Consumable Fuels

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…
Football

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
Multi-Sport
Oil, Gas & Consumable Fuels

Malaysian government-owned oil and gas company Petronas has become the fifth Platinum Sponsor of the 2017 Southeast Asian Games and ASEAN Para Games and moved the organising committee within striking distance of its revenue target.

Football
Telecommunications

English Premier League club Arsenal last month added telecommunications company Indosat to its roster of regional partners, as it aims to make sponsorship deals that improve the team’s international engagement.

Motorsport
Airlines

Singapore Airlines has replaced telecommunications company SingTel as title sponsor of the Formula One Singapore Grand Prix. Singapore Airlines will pay S$10m (€5.8m/$8m) to $15m per year under a deal signed in April.

Athletics
Banking

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

Multi-Sport
Agency

Sports marketing company Dentsu Sports Asia generated more than $3m (€2.2m) in sponsorship revenue for the 27th Southeast Asian Games in Myanmar in December 2013.
Badminton
Telecommunications

THE SPORTS MARKETING agency behind the award-winning Axiata Cup badminton tournament in Southeast Asia will continue to develop its ground-breaking activation programme for the event’s second series i…