South-East Asia
Dream Together, Goal Together – Honda & the Vietnam Football Federation
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.
WinYourWay – UnionPay International & the International Champions Cup
UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans
Project Stand Red: Bob Paisley – Standard Chartered & Liverpool FC
To celebrate what would have been Bob Paisley’s 100th birthday year, Standard Chartered updated its Stand Red campaign for 2019-20 by using modern tech to connect fans with the legendary manager.
Thailand Smiles with You – King Power & Leicester FC
After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.
Virtual Champions Red Keg – Carlsberg & Liverpool FC
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.
Heineken AR Cheers – Heineken & Formula One
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.
Drive for More – Yokohama & Chelsea FC
Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.
Unity in Passion/#WalkOnAnfieldMH – Malaysia Airlines & Liverpool FC
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.
72 Hours – Heineken & Formula One
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.
Malaysia’s Tour de Femina adds Arya Premier as title sponsor
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
Arsenal launches regional beer partnership with Ganzberg in Cambodia
Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia
Komoco Motors signs as title sponsor for revamped Singapore Cup
Komoco Motors, the sole distributor of Hyundai cars in Singapore, has signed as the title sponsor of the Singapore Cup club football competition
Li-Ning ventures into sepaktakraw with STL deal
Chinese sportswear company Li-Ning has broadened its portfolio by agreeing a partnership with Malaysia’s SepakTakraw League (STL).
Shopee signs Cristiano Ronaldo as regional brand ambassador
Asian e-commerce marketplace Shopee has signed football star Cristiano Ronaldo as its regional brand ambassador
VFF secures marketing partners Next Media as AFF U-18 Cup title sponsors
Vietnamese sports and digital media company Next Media has sealed a deal with the Vietnamese football federation to become the Asean Football Federation under-19 youth championships title sponsor
Skyworth unveiled as official television partner of 2019 SEA Games & Asean Para Games 2020
Chinese consumer electronics corporation Skyworth is the official television partner for the 2019 Southeast Asian Games, as well as the 2020 Asean Para Games, in a deal with international sports media…
Toro Rosso signs with Thai brands Moose Cider, PTT Lubricants
The Scuderia Toro Rosso F1 Team has signed two new partnerships with Thai brands Moose Cider and PTT Lubricants