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Growth of Asia’s sponsorship market to slow to 7% in 2015 despite filip from SEA Games

The SEA Games

Sponsorship from SEA Games totalled $43m

Asia’s sponsorship market is expected to grow by seven per cent this year – half the growth rate of 2014 – according to data from Asian Sponsorship News.

ASN predicts that US$5.33 billion will be spent on non-traditional media (which it defines as sponsorship, branded content, native and influencer marketing) by the end of the year, compared to US$4.97 billion in 2014.

The same prediction of seven per cent growth was made by ASN at the start of the year, and the firm has affirmed its 2015 outlook.

While events such as the SEA Games in Singapore have given sponsors some interesting marketing platforms, this year has lacked a football World Cup or Olympics and the softer market forecast is mainly as a result of cyclical events, ASN’s CEO Ben Heyhoe Flint has said.

In 2014, non-traditional media rose by 28 per cent, up from a growth rate of 14 per cent the previous year.

“Bigger sports platforms like the FIFA World Cup, the Youth Olympics, the Asian Games and the Asian Beach Games last year – on two or four year cycles – created outlier growth in 2014 but they have come out of the market in 2015,” said Heyhoe Flint.

“We’re seeing enormous gains in North Asia this year to replace those gaps, especially China where brands are paying over-inflationary rates to be associated with content.”

“The endorsement of celebrities and teams is also taking up a big proportion of the market as brands in Asia continue to be dazzled by stardom.”

Sponsorship revenues for the SEA Games exceeded expectations, totalling US$43 million this year.

ASN, along with events firm Branded, co-launched the Asia Sponsorship Association in 2013 to revive an industry it said had been stagnant for 20 years.

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