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With the aim of aligning the Asian sports industry, the recent Sports Matters conference also saw the launch of the new Asian Sponsorship Association which aims to help fuel the growth of this sector.

Key industry leaders driving the business of sponsorship in Asia led an interactive open forum on the second day of the inaugural Sports Matters conference that defined and formed the basis for the Asian Sponsorship Association.

Jasper Donat, Chief Executive of Branded, co-producer of Sports Matters, revealed that the Asian Sponsorship Association was inspired by its European predecessor, and will aim to benefit all those involved in the sponsorship of sports, entertainment and other industries in Asia.

Donat explained  “the sponsorship sector in Asia has been relatively stagnant for the past 20 years (and) the Asian Sponsorship Association will inject vibrancy and sophistication to this sector to help energise event partners and sports associations in Asia to boost their appeal and gather more support for their events and activities.

"This Association will not just benefit the sports industry, it will also help event organisers in the entertainment, music and lifestyle industries.

“Asia is a dynamic economic growth region and this is the best time for the formation of the new Asian Sponsorship Association as it will inject a much-needed vibrancy and sophistication to this sector."

According to PricewaterhouseCoopers, sports sponsorship revenue in the Asia-Pacific region is expected to grow 24%, from US$9.8 billion in 2010 to US$12.2 billion in 2015.

HSBC is one of the most prominent sponsors of sport globally and in Asia, with the US$8.5 million HSBC Champions in Shanghai and the HSBC Women’s Champions in Singapore among its golf properties. The bank also title sponsors rugby’s Sevens World Series, Asian 5 Nations and Asian Sevens Series, and is a co-sponsor of the hugely popular Hong Kong Sevens.

Commenting on HSBC's involvement in sponsorship of sporting properties, HSBC Global Head of Sponsorship and Events Giles Morgan (pictured below) explained "there’s definitely huge growth potential for sport in Asia.

“Historically, many of the world’s top sporting events have been in Europe or the US, such as the golf majors and the premium football tournaments and leagues. A real opportunity exists for countries in Asia – as economic growth continues – to stage more world-class events.

“Countries like China, Singapore and India can utilise sport to highlight and showcase themselves on the world stage. Hosting major international sporting events is a wonderful metaphor to demonstrate that growth. These events will have the ability to drive massive international media exposure and provide authentic vehicles to attract the world’s top companies to sponsor them.”

World Sport Group, Asia’s largest sports marketing, media and event management company, is the operator of the Singapore Sports Hub and has helped bring the WTA Championships to Singapore from 2014-2018, evidence that Asia’s role in the sporting world continues to grow.

Based in Singapore and the long-time marketing arm of the Asian Football Confederation, World Sports Group Chief Executive Andrew Georgiou added “the Asian sponsorship sector has come on really strong in the last five to six years.

“We are seeing a lot more major events, a lot major sponsorships in this part of the world. This part of the world is growing faster than other parts of the world. Brands from the Europe and US are looking to exploit that growth using sponsorship as a device to communicate with their audience.”

Mike Rich, Chief Executive of GroupM ESP, was involved with the creation of the Asian Sponsorship Association and believes it will be beneficial for all involved.

Rich concluded “the creation of the Asian Sponsorship Association should hopefully provide a fantastic platform for brands, sports rights owners and media owners to collaborate to deliver not only better product for the fans but also value for advertisers and the industry at large.”

The inaugural Sports Matters attracted broadcasters, sponsors, sports governing bodies and industry leaders from digital platforms, venues, specialist agencies and professional service firms. The two-day program included keynote interviews, expert insights and interactive expert panels.

Sports Matters is co-produced by Branded, owners of the award winning Digital & Music Matters and Social Media Matters, and Haymarket Media, publishers of Campaign, F1 Racing and FourFourTwo magazines and producers of Spikes Asia creative festival.

Sports Matters was presented by Samsung and Fox Sports, and supported by the Singapore Sports Council and Singapore Tourism Board.

For more information, please visit www.sportsmatters.asia

Material in this article sourced partly from http://sport-asia.com/

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