Non-Alcoholic Beverage Sport Sponsorship in Asia-Pacific Landscape - Analysing COVID-19 Impact, Top Sponsor Brands and Sponsorship Sector
Current sponsorship from the non-alcoholic beverage sector in the APAC sports market is worth an estimated $46 million, making this a relatively small sponsorship market for rights hoders in the region. Contrasting this to other sport markets, APAC's figure of $46 million is ten times smaller than the EMEA non-alcoholic beverage sponsorship market, highlighting the value drinks brands currently see in the two regions. While APAC represents a smaller, less valuable market, there are some telling metrics which highlight brand sponsorship strategy in the region. Notably Pepsi, owner of some of the biggest brands in world sport, is all but absent from APAC sponsorship with only one partnership in place, leaving Coca Cola to monopolise the soft drinks market, and the overall non-alcoholic beverage industry.
In terms of brand spend Coca Cola continues its dominance of the non-alcoholic drinks sponsorship market, covering numerous sporting sectors, with the total value of its deals estimated to be worth roughly a third of non-alcoholic drinks sector sponsorship. Theere are some partnerhsips which point towards clear strategies of global sales expansion for some brands, with Chinese water bottlers Ganten sponsoring both the Chinese Super League and tennis major the Australian Open, suggesting that along with it's EMEA partnerhips, Ganten feels the time is right to market to an international audience.
Soccer represents the most valued sporting sector, but is almost matched by one of Australia's national sports, Aussie rules football, with both sectors worth between $12 and $13 million in 2021. Rugby union and rugby league have also see a high number of supplier agreements in place, mostly with Coca Cola, making these two sporting sectors highly active.
The landscape of the APAC non-alcoholic beverage sector shows that the value of the Asian market has continued to extend beyond Australasia over the past decade, with cities in China and Japan representing the biggest markets in terms of sales volume.
While a national sport in only Australia, Aussie rules football is the second largest sporting sector, with Coca Cola securing a federation deal with the Australian Football League, and having a number of supplier deals in place with multiple AFL sides.
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