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Asian Sponsorship Association launches to revive an industry ‘stagnant for 20 years’

Jasper Donat

Jasper Donat: “sponsorship has become a dirty word”

The Asian Sponsorship Association will help revive an industry that has been “stagnant for 20 years”, the man behind the new organisation has said.

The new body has launched as a not-for-profit organisation to help brands in Asia improve how they use sponsorship.

The ASA will combine advocacy, education, networking and promotion around sponsorship, and has already recruited HSBC, MasterCard, Coca-Cola, Fox, GroupM and PHD as partners.

The firm behind the launch is Hong Kong-based events company Branded.

Branded boss Jasper Donat told Mumbrella: “The sponsorship industry has been stagnant for 20 years and the fundamental issues, such as a lack of reliable metrics, remain alive today.”

“Sponsorship has become a dirty word. Sponsorship professionals are now referred to as partnership managers, it’s ridiculous,” he said.

“Without sponsorship, sports people can’t compete, musicians can’t play and art can’t happen.”

Where the ASA will be headquartered has not yet been decided, although the association was officially launched in Singapore at the Branded-organised Sports Matters conference last week.

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