Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

The growing strength of football as a consumer passion across South East Asia opens opportunities for brands to engage vast audiences at a fraction of the cost associated with major international properties such as the FIFA World Cup and English Premier League.


  • Despite the fact that no ASEAN team has ever participated in the FIFA World Cup, fans in the region have a huge passion for both international and local football.
  • The majority of the region’s 650 million population live in small cities and towns, with fewer entertainment options. In these locations, local football is ‘king’ and drives discussions in coffee shops and bars.
  • Brands should consider the sponsorship opportunities among local leagues, tournaments and clubs, rather than using international sponsorships to target South East Asian consumers.