The consumer goods sector continues to be an important component of the sports sponsorship market in the Asia-Pacific (APAC) region. In 2025, Asian-based brands are at the forefront of sports sponsorship spending across the sector in the region. Boasting an annual deal value of approximately $34.10 million across 169 agreements, soccer is the significant driver of sports sponsorship deals within the consumer goods sector in the region in 2025, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “Sponsorship Sector Report – Consumer Goods – APAC 2025,” revealed that sports products based in Asia dominate the annual sponsorship spend and deal volume across the sector, accounting for 61.41% of the deal volume and 52.33% of the annual sponsorship spend. The standout partnership in terms of annual value is between Midea, a smart home appliances brand, and the Asian Football Confederation (AFC). This partnership, which spans from the 2025-26 to the 2028-29 seasons, sees Midea as the global supporter of the AFC’s national team competitions. The deal is valued at an estimated $4 million per year.

Olivia Snooks, Sport Analyst at GlobalData, comments: “It is worth noting that the average annual value of soccer deals across the region is only $0.2 million, compared to approximately $0.94 million for tennis. Soccer is merely driving the highest volume of deals across the sector, primarily due to the greater number of teams in this sport compared to others.”

In the region, the largest deal across the sector is Yonex’s partnership with the Badminton Association of India (BAI). Yonex has been a long-standing partner with the BAI and is currently serving as the confirmed kit and footwear supplier for 2025, including the title sponsorship to BAI-organized tournament. The partnership, which came into effect in 2018, is worth an estimated $5 million annually, according to GlobalData.

Snooks continues: “Yonex’s partnership with the BAI is part of the brand’s larger global strategy, which includes partnerships with several Badminton Associations across the world, Badminton Europe, Badminton Association of Malaysia, and Badminton Canada, as well as Badminton tournaments: Arctic Open and US Open.”

Elastoplast has established itself as the most active brand across the region, with 15 deals. The brand’s largest deal is with the Fiji Rugby Union, facilitated by JR White, where Elastoplast will serve as the official sports strapping supplier for the 2025 season. This partnership is valued at approximately $260,000. Additionally, Yonex, while ranking as the second most active brand across the region, is the largest sports spending brand in 2025, according to GlobalData.

Snooks concludes: “It is worth mentioning that Elastoplast has established partnerships with seven Australian Football teams and six Rugby League teams, all based in Australia. The company’s products cater to an active demographic that participates in sports and may experience sports-related injuries, making the audience of Rugby League, Rugby Union, and Australian Football ideal for their offerings. Given that Elastoplast specializes in sport and injury protection products, a partnership with these sports is synergistic, as the players and fans are likely to use such products.”