Approaching Asian Brand Consumers Via Sports Marketing

More and more businesses and brand names seeking to grow their market share in Asia are effectively utilizing the strength of Asian sport to get in touch with consumers all over the region in manners that conventional marketing and publicity channels are unable to attain.

Sport brings to brands a passion they would normally be not able to capture, offering a cost-effective, incorporated marketing platform. Sports sponsorship generates above-the-line awareness with below-the-line activation, and involves audiences through a variety of customer touch points.

A record of 192 million viewers viewed the 2010 AFF Suzuki Cup – the region’s top national team football competition managed by the Asean Football Federation (AFF). This biennial football competition receives a broad and passionate audience all over Southeast Asia.

In Indonesia, around 15 million people watched the two final leg matches on RCTI, over two times the number who viewed the highest ranked FIFA World Cup 2010 game, and nearly eight times greater than the regular local prime time audience. The second leg semi-final is RCTI’s top rated program ever with a market share of 82 percent. In Malaysia, RTM reported shares of 40.3 and 48.4 percent respectively for the two final leg matches.

Aside from the record TV ratings and also sell-out crowds of virtually 800,000 people, the sporting event also had 193,172 fans on Facebook, 1.9 million guests on its official website and 1.8 millions views on YouTube.

This connection with millions of fans enabled title sponsor Suzuki along with other event partners to interact with prospects on a personal and sentimental level. The sponsorship created tremendous visibility for their brands and merchandise throughout key markets in this region and served to boost their brand values. Each partner noticed a typical revenue (ROI) of 28:1 (depending on 100% media equivalency; Source: Repucom) – a definite display of the capability and efficiency of sports marketing and sponsorship. Visit this siteĀ and have a better understanding of sports marketing.

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