Sponsorship plays a crucial role in supporting sports properties around the APAC region, in maintaining their operations, and in improving their regional and global exposure. It contributes to the enhancement of sports in APAC and increases exposure to those brands. Overall, 236 alcoholic beverage brands engaged in sports sponsorship within APAC in 2023, generating a revenue of $147.26 million with soccer proving to be the most lucrative market, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “APAC Alcoholic Beverages Sports Sponsorship Landscape, 2023,” reveals that in 2023, soccer generated $32.59 million in sponsorship revenue, accounting for 22% of annual sector spend within APAC, followed by rugby league with $22.36 million annually.

Joe Pacinella, Sport Analyst at GlobalData, comments: “Soccer is still the most popular market for alcoholic beverage brands in APAC, from a deal volume and value perspective, emphasizing the immense popularity of the sport across the globe and not just within APAC. Rugby league also proves to be a valuable market for alcoholic beverage brands, the sport is incredibly popular in Australia and provides lucrative sponsorship opportunities for brands. The National Rugby League has in place a  $5 million-a-year deal with Asahi Breweries.”

The Australian Football League’s deal with Carlton Draught is the joint-largest single APAC deal within the sector, along with the Australian Open’s deal with Luzhou Laojiao, both worth $8 million annually. Carlton Draught serves as the AFL’s official beer sponsor, with many Australian football fans opting for beer when watching AFL matches live or on TV.

Luzhou Laojiao is a Chinese liquor brand and serves as an official sponsor of the event, receiving global exposure and promoting fan engagement through social media channels.

Carlton & United Breweries is the biggest spender in the sector within APAC, with an estimated expenditure of $15.63 million annually. The brand has 11 deals within APAC, investing primarily in Australian football but also in rugby league and motor racing, where it has spent $1.6 million and $1 million annually, respectively. The brand has targeted these sports given their immense popularity in this region of the world, particularly Australia.

Pacinella adds: “Chang Beer is the second biggest spender within APAC, with $9.33 million annually. The brand is very well known globally and intends to dominate the local soccer market, with three big deals within Thailand. The brand’s $6.25 million-a-year deal to sponsor the Chang Arena, home to Thai Division 1 club, Buriram United, emphasises its commitment to soccer sponsorship, especially as a way of increasing brand exposure and visibility.”

Among the biggest five spenders within APAC, three brands are from Japan and two are from Australia. APAC-based brands’ spending was $122.33 million a year, accounting for 83% of APAC sponsorship spending within the alcoholic beverages sector.

Pacinella concludes: “Soccer remains the most popular sport for alcoholic beverage brands to invest in within APAC, as well as the most lucrative. Many brands’ strategies have been focused on soccer, tennis, Australian football, and rugby league, as these are sports that resonate with fans and are likely to increase visibility and exposure.”