South-East Asia
PSG’s Thai esports affiliate signs Bangchak as major sponsor
Thai petroleum and energy conglomerate Bangchak has signed up as the first major sponsor of PSG Esports ROV, an esports team linked to French Ligue 1 football club Paris Saint-Germain
Ariston expands China-facing Juventus deal to include Indonesia
Italian Serie A side Juventus has expanded its regional sponsorship deal with Italian heating systems brand Ariston to include Indonesia
Sportfive named exclusive commercial agency for Riot Games in Southeast Asia
The Sportfive agency has been appointed as the exclusive commercial representative for video game developer Riot Games for its localised feeds across Southeast Asia
PhinDeli signs up as AFC’s first-ever World Cup qualifiers regional sponsor in Vietnam
The Asian Football Confederation has agreed a sponsorship deal with Vietnamese instant coffee brand PhinDeli for the Fifa 2022 Qatar World Cup Asian qualifiers
Indonesia’s Liga 1 set to return after 18-month hiatus, new sponsor announced
The new season of Indonesia’s top-tier men’s football division, Liga 1, was officially launched yesterday (Thursday) in a virtual ceremony.
Singapore 2021 Global Esports Games joins with IMG for inaugural event
The Global Esports Federation and the Singapore Esports Association (SGEA) have established the Global Esports Games Organising Committee that will work closely with the IMG agency, as the city gears up…
Johor Darul Ta’zim agrees deal with Aston Martin Racing Asia
Malaysian Super League football team Johor Darul Ta’zim FC (JDT) has struck a deal with Aston Martin Racing Asia that will see British car manufacturer release JDT-themed cars.
Sportfive adds Oppo as latest sponsor of the Suzuki Cup
The Asean Football Federation has signed up Chinese smartphone manufacturer Oppo as a sponsor of the 2020 edition of the Suzuki Cup in a deal brokered by the China team of the Sportfive agency
Sportfive’s APAC head Staiti stepping down
The Sportfive agency's head of Asia-Pacific and president of global sales, Adrian Staiti, is stepping down from the company in the coming months, SportBusiness understands
AFF considers centralised venue for Suzuki Cup
The Asean Football Federation is considering playing this year's Suzuki Cup at a centralised venue, instead of the usual series of home and away matches, due to the pandemic
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
Tokyo Time to produce exclusive headwear for One Championship
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
Vietcontent to manage SEA Games commercial rights
Vietnamese agency Vietcontent has been appointed to manage the media and sponsorship rights for this year’s Southeast Asian Games.
Lexus agrees deal with HSBC Women’s World Championship
Lexus has signed a deal to become the official automotive sponsor of the HSBC Women’s World Championship golf tournament.
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.