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 the region and increases exposure to those brands likewise. Overall, 179 non-alcoholic beverage brands engaged in sports sponsorship within APAC in 2023, with rugby league proving to be the most lucrative market, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “APAC Non-Alcoholic Beverages Sports Sponsorship Landscape, 2023,” reveals that in 2023, Rugby league generated $14.88 million in sponsorship revenue, accounting for 17.9% of annual sector spend within APAC, followed by Australian football with $11.55 million annually.

Joe Pacinella, Sport Analyst at GlobalData, comments: “Soccer is still the most popular market for non-alcoholic beverage brands in APAC, but it is rugby league that proves to be the most lucrative, as evidenced by the National Rugby League’s (NRL) huge $8.5 million-a-year deal with Asahi Lifestyle Beverages.”

The NRL’s deal with Asahi is the largest single APAC deal within the sector, ranking above FIBA’s $5 million-a-year deal with T Power, one of Zhongwo’s brands, with the Chinese brand becoming heavily involved in basketball, a sport that is very popular domestically.

Asahi Lifestyle Beverages is the biggest spender in the sector within APAC, spending an estimated $15.97 million annually. The brand has 22 deals within APAC, investing primarily in Australian football but also rugby league, where they have spent $9.19 million annually. The brand has targeted these sports given their immense popularity in this region of the world, particularly Australia.

Pacinella adds: “Coca-Cola is the second biggest spender within APAC, with $14.81 million annually. The brand is very well known globally and intends to dominate local markets within different sports, focusing mainly on soccer, rugby league, rugby union, baseball, motor racing, golf, and cricket. The brand’s 41 deals emphasises their commitment to sports sponsorship, especially as a way of increasing brand exposure and visibility.”

Among the biggest five spenders within APAC, two brands are from the US, one is from Australia, one is from China, and one is from the Netherlands. APAC-based brands’ spending was $47.12 million-a-year within the sector, more than half the total amount within non-alcoholic beverages.

Pacinella concludes: “As rugby league and Australian football are the most popular sports within the APAC region, it makes sense for non-alcoholic beverage brands to invest in these sports to take advantage of the regional exposure it brings, especially for localised brands.

“Soccer remains as the most popular sport for brands to invest in, but not the most lucrative, indicating a need for APAC-based brands to change their sponsorship strategy and apply their presence to the interests of sport fans across the Asia-Pacific, much like Asahi Lifestyle Beverages, which are dominant in both the alcoholic and non-alcoholic beverage sector.”