How Western Brands Can Break into ASEAN Markets Through Sports Partnerships

Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.

The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.

A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.

In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.

Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.

Sports partnerships can be defined as a new level of sports sponsorships: they represent a tighter-fitted collaboration between sports and businesses or brands. 

Partnerships are less based on standard marketing benefits and more tailor-made on the company’s specific needs, and several company levels are involved in the sports project: from marketing to Research & Development, from production to management.

Partnerships tend to be focused on the improvement and development of specific products or services, and are usually long-term. They can be very effective on the customers and clients, who witness a true affinity with some of the world’s most winning properties. Partnerships are often multidimensional and multi-layered, with the development of new tech, as well as new products and the marketing that comes with them.

ASEAN United FC is a newly launched official digital platform created by the ASEAN Football Federation (AFF) in partnership with SPORTFIVE. This platform centers around the AFF’s four major national team and club events: the ASEAN Mitsubishi Electric Cup 2024™, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™, and the ASEAN U-23 Championship™. ASEAN United FC aims to unite and engage fans across Southeast Asia through these key tournaments, celebrating the region’s passion and talent in football.

A brand partnership is a mutually beneficial agreement between two or more businesses. All parties agree to help one another by promoting and sponsoring each other or creating content together.

Brand partnerships aim to increase brand recognition and ultimately boost sales and customer loyalty.

In sports, co-branding exists, where two or more companies jointly promote their brands, services, and products through cross-marketing efforts.

This can include anything from social media posts, advertisements, and commercials to events and appearances by high-profile athletes and celebrities.

ASEAN United FC represents all ten member countries of ASEAN: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. This cross-national collaboration showcases the collective spirit and diversity of Southeast Asia within the world of football. More information on the ASEAN United FC can be found here.

ASEAN United FC offers a range of sponsorship and partnership opportunities for brands looking to connect with passionate football fans across the ASEAN region. For detailed information on partnership opportunities and ways for brands to get involved, please visit this page, which outlines the diverse ways brands can support and engage with ASEAN United FC.

Marketing is crucial in sports for several reasons. Firstly, it enhances the visibility and popularity of sports teams, athletes, and events, attracting a broader audience and increasing fan engagement. Effective marketing strategies help create a strong brand image, fostering a connection between fans and their favourite teams or athletes. This emotional connection often leads to increased fan loyalty and support, translating into higher ticket sales, merchandise purchases, and overall revenue for sports organisations.

Moreover, marketing in sports plays a pivotal role in securing sponsorships and partnerships. Brands are drawn to sports entities with a significant and engaged fan base, offering lucrative opportunities for sponsorship deals. These partnerships not only provide financial support but also contribute to the overall prestige and marketability of the sports brand.

In the contemporary landscape, digital marketing and social media have become integral components of sports marketing, allowing for real-time interaction with fans, personalised content delivery, and global reach. Social media platforms serve as powerful tools to amplify the sports narrative and engage with fans on a more intimate level.

Ultimately, successful sports marketing goes beyond promoting matches and events; it cultivates a culture, builds communities, and transforms sports into a compelling and marketable entertainment product, driving the industry's growth and sustainability.

SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.

SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.

SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.

One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.

Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.

Sponsorship activation refers to the strategic efforts and initiatives undertaken by a sponsor to maximise the impact of their sponsorship investment. It involves bringing the sponsorship to life through various marketing and promotional activities to achieve specific business objectives.

Activation goes beyond placing a logo; it aims to engage the target audience, enhance brand visibility, and create a meaningful connection.

Activation strategies may include experiential marketing events, social media campaigns, contests, exclusive content, and collaborations with the sponsored entity. The goal is to leverage the association with the sponsored property in a way that resonates with the audience, builds brand loyalty, and delivers a positive and memorable brand experience.

Effective sponsorship activation enhances the overall value of the sponsorship, creating a win-win scenario for both the sponsor and the sponsored entity.

If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.

Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.

Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.

Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.

Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.

Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.

For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.