Inside ASEAN's Sports Boom: Seamus O'Brien On How Global Brands Can Score Big In The ASEAN Region
Seamus O'Brien, a leading figure in the global sports industry and one of the most preeminent executives in the business of sport in Asia is President APAC at SPORTFIVE. He is renowned for his strategic insights in growing sports’ assets and their commercial value. In this interview, he shares his views on the ASEAN region’s growing potential for both Western brands seeking to enter Asia and Asian brands looking to expand their reach. With a population of over 660 million and a burgeoning middle class, ASEAN presents significant opportunities for brands looking to expand their presence through sports sponsorships.
David Rothenhaeuser
Published on November 6th, 2024
In this Insight:
Seamus O’Brien highlights the region's undying passion for football and explains the role of sports sponsorship in building brand loyalty and trust. He discusses the unique benefits of ASEAN United FC as a powerful platform for brands to strengthen their presence and increase their reach and share across multiple ASEAN markets. Additionally, he addresses key trends such as digital engagement, personalized experiences, and sustainability in sports hospitality, offering a positive outlook on the future of partnerships in sports in the region.
Seamus, ASEAN is home to over 660 million people, a young population, and fast-growing middle classes. How do you see this region as a destination for Western brands looking to tap into Asia?
S.O’B.: ASEAN, the fourth largest market in the world is undergoing a transformative economic boom, driven by industrialization, urbanization, a young and increasingly affluent population, and digital connectivity. As one of the fastest growing markets globally, the region should be a major focus for global and local homegrown brands targeting growth.
According to PwC's 2024 Global Sports Survey, Southeast Asia’s sports market is expected to grow at an annual rate of approximately 7.3% over the next three to five years, fueled by rising investments in various sectors including media rights, infrastructure, and digital engagement. This offers Western and local brands huge opportunities to leverage the thriving sports ecosystem in ASEAN by forming strategic partnerships with sport governing bodies, events, teams, clubs and athletes to enhance brand visibility and credibility.
When it comes to sports sponsorship, what makes the ASEAN market so appealing for these global brands?
S.O’B.: In ASEAN, football is woven into the fabric of its society and cultures. A common love for the game unites all Southeast Asians. Some 300 million viewers tune in regularly to watch ASEAN’s larger football events and this number is projected to increase at a CAGR of 20.8 percent by 2026. ASEAN football is the most powerful strategy to drive growth and achieve business goals.
For brands, sports provide a natural platform to engage and create emotional bonds with consumers. When a brand is associated with a major football event, it’s not just seen as a product or service provider - it becomes a part of the fan experience. That’s an incredibly powerful way to build trust, credibility, and long-term loyalty in a new market.
How about Asian brands? How can they use sports sponsorships to expand their presence within the ASEAN region?
S.O’B.: For Asian brands, the potential is just as significant, if not more. While they may already have a strong regional foothold, sports sponsorships enable them to transcend national borders within ASEAN to maintain strong market positions and increase their share into the future. The ASEAN Economic Community (AEC) facilitates the free flow of goods, services, and investments, so brands that can establish themselves as market leaders stand to benefit enormously.
Take for example, Mitsubishi Electric, title partner of ASEAN’s number one sporting event, the Mitsubishi Electric Cup. In addition to strengthening its visibility throughout Southeast Asia, the company also leveraged the rights and benefits of its title partnership to mobilize the support and participation of its local offices and staff in activation programmes and grow its distributor network throughout ASEAN to increase sales.
“There are a few key trends we’re seeing. First, digital engagement is on the rise. ASEAN has among the highest digital penetration and user adoption growth rates in the world. Fans are consuming more sports content online, so brands that integrate digital strategies into their sponsorships through social media or streaming platforms will have a competitive advantage.”
Seamus O'Brien, President APAC at SPORTFIVE
Your team at SPORTFIVE have been instrumental in shaping the ASEAN United FC project. Can you tell us more about this initiative and how it can benefit both Western and Asian brands?
S.O’B.: ASEAN United FC is a really exciting and innovative project. SPORTFIVE created this new and exclusive integrated marketing platform, harnessing football’s powerful unifying force in the region. ASEAN United FC represents that unity, bringing together the region’s four leading football championships – the ASEAN Mitsubishi Electric Cup™ 2024, ASEAN Club Championship Shopee Cup™, ASEAN Women’s Championship™ and ASEAN U-23 Championship™.
It is also a football brand. Its concept of a “Club” for ASEAN United FC partners provides them with a dynamic platform with the exceptional opportunity to elevate their presence by positioning their brands at the heart of ASEAN football and ultimately, increasing sales and achieving their business objectives in a region that is forecast to become the world’s fifth largest economy by 2030.
For Western brands who are new to Southeast Asia, the region’s geopolitical, socio-economic and cultural diversity can be a challenge to break through. Rather than having to navigate the complexities of each ASEAN country to acquire local sponsorships, brands can partner with ASEAN United FC and tap into a captive audience of hundreds of millions – all united by their love of football, that spans the entire region.
ASEAN United FC is a one stop solution with significant scale on a regional level to gain targeted access, reach and exposure across all ten markets in Southeast Asia at once. Brands can leverage all of these at a value that is unachievable from other sports properties by working with us at SPORTFIVE, one of the world’s leading sports marketing agencies.
How do you see the role of sports sponsorship and hospitality evolving in the ASEAN region? What trends should we look out for?
S.O’B.: Sports sponsorship and hospitality are poised for tremendous growth in ASEAN. According to Euromonitor, the middle-class population in Southeast Asia is expected to exceed 400 million by 2030, thereby driving increased spending on sports experiences and events. This presents a huge opportunity for both sports properties and brands looking to create premium experiences for customers.
There are a few key trends we’re seeing. First, digital engagement is on the rise. ASEAN has among the highest digital penetration and user adoption growth rates in the world. Fans are consuming more sports content online, so brands that integrate digital strategies into their sponsorships through social media or streaming platforms will have a competitive advantage. ASEAN football fans are now all connected in our contemporary digital landscape, and this too offers brands a multitude of opportunities to connect and engage meaningfully with hundreds of millions of consumers throughout Southeast Asia.
Second, there’s growing demand for immersive, personalized experiences. Hospitality around sports events, particularly VIP packages, match-day experiences, and behind-the-scenes access, is becoming more important. In fact, Nielsen Sports reported that 72% of ASEAN consumers are more likely to engage with a brand that provides personalized sports experiences.
Lastly, sustainability is becoming a focal point. Consumers, especially the younger demographic, are increasingly aligning themselves with brands that demonstrate a commitment to environmental and social causes. Sports properties and sponsors that embrace this trend will gain a competitive advantage in the region.
With all this growth on the horizon, what’s your outlook for the future of the sports sponsorship industry in ASEAN?
S.O’B.: The future is incredibly bright. ASEAN is one of the most exciting regions for the sports industry in terms of real growth, and I believe currently, we’re only scratching the surface of its potential. As digital consumption continues to rise and infrastructure development continues to progress, we’re going to see more global sporting events, larger sponsorship deals, increased involvement from homegrown ASEAN and Asian companies, and deeper brand-fan engagement here in the region.
For Western brands, the time to enter the ASEAN market is now! Sports sponsorship offers an accelerated way to build brand awareness and customer loyalty across multiple countries. For Asian brands, the next step is to leverage these opportunities to go from local to regional champions.
And with projects like ASEAN United FC, SPORTFIVE is providing the perfect platform for brands to connect with millions of passionate fans across this diverse, fast-growing region. The combination of sports, digital innovation, and fan-driven engagement makes the ASEAN market a goldmine for brands willing to invest in long-term partnerships.
Thanks for sharing your insights into the ASEAN market and the power of sports sponsorship.
The ASEAN region is one of the most promising regions these days. With rising consumer incomes, increasing digital penetration, and a passion for sports, both Western and Asian brands stand to gain significantly from strategic sponsorships. As highlighted by SPORTFIVE’s Seamus O'Brien, ASEAN United FC and the broader sports ecosystem offer unparalleled opportunities for brands to build deep connections with fans across Southeast Asia.
Unlocking Growth: How Asian and Homegrown ASEAN Brands Can Use Sports Partnerships to Dominate ASEAN
ASEAN, a dynamic region with over 660 million people and a middle class growing at an annual rate of 5 percent is now clearly established as the world’s fifth largest economy. With its emergence as a dominant force on the global stage, the region is a major focus for brands looking to increase their global share and consumer reach.
