Sipping and Sponsoring: How Booze Brands Score Big in APAC Sports

In the world of sports sponsorships, alcohol brands are making significant moves in the Asia-Pacific region. The scene is bustling with deals, and the numbers are impressive.

Key Highlights

• Australian Football leads in revenue.
• Soccer has the most sponsorship agreements.
• Team deals make up a third of the total value in 2025.

Major Players and Deals

Carlton and United Breweries (CUB)

• Deal with Australian Football League (AFL): Worth around $8 million a year.
• Partnership: Introduces Carlton Zero, the AFL's first official non-alcoholic beer.
• Additional Deal: Teamed up with the National Rugby League (NRL) through parent company Asahi Beverages.

Heineken

• Title Sponsor: F1 Chinese Grand Prix.
• Significance: The second-largest deal in the region.
• Spending: About a third of what CUB is investing.

Industry Trends

The report provides an in-depth look at:

• Trends in the alcoholic beverages sector.
• Top brands and their biggest deals.
• Sponsorships ranging from the Australian Open Championship to the F1 Chinese Grand Prix.

Conclusion

This report is a valuable resource for:

• Business professionals looking to understand the market.
• Enthusiasts interested in the latest trends and big players in the APAC region.