Alcoholic beverage brands earn $147.26m from sports sponsorships in APAC

Soccer is the biggest market for sports sponsorships.

A total of 236 alcoholic beverage brands generated $147.26m in revenue from sports sponsorships within Asia Pacific in 2023, a report by GlobalData showed.

Socc is the most lucrative market for sports sponsorships, accounting for $32.39m or 22% of the annual sector spend within the region.

It is followed by rugby with a total revenue of $22.36m.

“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,” said Sports Analyst Joe Pacinella. 

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“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,” he said, adding that the National Rugby League inked a $5m-a-year deal with Asahi Breweries.

GlobalData noted that the partnership between the Australian Football League and Carlton Draught is the “joint-largest single APAC deal” together with the Australian Open’s agreement with Chinese liquor brand Luzhou Laojian worth $8m annually.

Carlton & United Breweries was the biggest spender in the region, reaching $15.63m. Three Japanese brands and two Australian brands were the biggest spenders in the region.

APAC-based brands spend $122.33m a year, representing 83% of the APAC sponsorship spending within the alcoholic beverages sector, GlobalData said.