APAC Alcoholic Beverages Sport Sponsorship Landscape, 2022 - Analysing Biggest Deals, Sports League, Brands and Case Studies

APAC Alcoholic Beverages Sport Sponsorship Landscape, 2022 - Analysing Biggest Deals, Sports League, Brands and Case Studies

Summary

The alcoholic beverage(APAC) report provides an overview of the sector's involvement with the rights holders in sports industry. Most active brands in relation to total spending on sporting properties. A detailed overview of geographical regions of APAC accounting for most of the alcoholic sector expenditure. The report further analyzes market trend for alcoholic sponsorship in APAC region, sector biggest spenders, secondary sector breakdown, key brands, brand location analysis, sports attracting majority of sponsorship and most attractive league for alcoholic sector brands.

This alcoholic beverage(APAC) report provides the breakdown of secondary sectors, product categories, leading companies in the sub regions of APAC, sponsorship market trend representing alcoholic sector involvement in the region, the dominant geographical market, most active sport and properties in APAC region for the alcoholic industry, comparative analysis of alcoholic and non-alcoholic brands sponsorship landscape in APAC region. Furthermore, the report highlights the alcoholic sector biggest deals, spenders, and most active brands in the APAC region as well as an illustrated chart depicting the deals expected to expire in 2023 to understand the future market trend and growth possibilities in the region.

Key Highlights

• Alcoholic beverage(APAC) sector sponsorship worth an estimate of $128 million to sports industry rights holders in 2022, according to the GlobalData Sport Intelligence Centre, with data being taken from GlobalData Sport’s sponsorship database on 31-Aug-2022.
• There are 106 alcoholic brands currently engaged in sport sponsorship agreements.
• Oceania region represents the most enticing sport market to alcoholic brands, with Oceania' rights holders in this market collecting $80.71 million in 2022 from this industry, comfortably surpassing all other sporting markets like East Asia, South Asia and Southeast Asia, Overall Australia represents the biggest sporting market within APAC, with 89 deals worth an estimated $68.7 million from the alcoholic beverages industry in 2022. Other notable markets within APAC include, Japan, South Korea, China, India, Thailand and New Zealand.
• Soccer stands as the most engaged sport sector, with $23.3 million of the alcoholic drinks sector’s spend driven towards this sport market, with 64 deals.
• Beer market dominate the alcoholic beverage sector sponsorships in the APAC market in terms of both annual spend and deal volume, accounting for 57 percent of the alcoholic beverage sector’s estimated $128 million sponsorship spend and 61 percent of the sector’s 202 deals.

• Alcoholic beverages industry continues to be deeply associated with sport sponsorship market, with brands serving as key sponsors and official suppliers for sporting properties across a multitude of sport to reach diverse audience, build affinity towards their products and ultimately, drive sales growth. Additionally, for alcoholic beverage brands, sport sponsorship forms the key component of marketing activity as sports fans often represent a collective gathering of a demographic aligning well with their target audience while assisting the brands to amplify the level of engagement with consumers and increase visibility. The major stakeholders from this industry highly active in APAC region includes well known beer, wines & champagnes and spirits & liquors brands such as Asahi Breweries, Lion, Carlton and United Breweries, Bundaberg Rum and Treasury Wine Estates, with their branding mostly displayed at sporting events, venues in the APAC (Asia Pacific and Oceania) region in 2022. Majority of the alcoholic sector brands also focuses on several campaigns, responsible drinking programs and promotional activities to deflect from the negative perception of alcohol consumption, utilize the health aspect of sport to improve upon their image and provide immersive fan experiences to drive loyalty.
• A notable feature in the report is that 83% of alcoholic sector partnerships in the APAC region are held by APAC region brands only, followed by EMEA region brand with 11% and AMER brands accounting for only 6% of partnerships. However, the APAC market is dominated by Beer brands, accounting for 57 percent of the total sector spend and 61 percent of the total volume of deals. Also, Oceania sees highest activity of alcoholic brands sponsorship with 105 deals in the region, East Asia follows with 67 deals, Southeast Asia 15 deals and the South Asian region with only 14 deals.
• Sports federations within the sport industry receives majority of sponsorship spend from alcoholic brands, holding 33% deal value of total alcoholic sector sponsorship in APAC region. However, teams' products have a significantly higher deal volume accounting for 59% of total deals of the sector, however, this category’s total value is slightly lesser than the value of the federation category.

• This alcoholic beverage(APAC) sector report offers a thorough, forward-looking analysis of the alcoholic sector sponsorship landscape, with major geographical markets within APAC region for the alcoholic sector brands highlighted in a concise format to help executives build proactive and productive advancement strategies.
• Accompanying GlobalData’s sponsorship database, the report examines the alcoholic sector expenditure on sports sponsorship in APAC region, most valuable sport, leagues, most valuable sports market, secondary sectors and APAC sub region in terms of brand spend, lucrative partners to sports industry, market insights on trend with respect to deal valuation from 2015-2022 for Australasia and Asia region and alcoholic sector involvement in APAC region, in addition to featuring sector's most notable partnerships.
• With several charts and tables, the report is intended for an executive-level audience, boasting presentation quality.