Sponsorship Market Forces in Thailand & Asia (12-17F)

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STATE OF THE NATION Sponsorship Market Forces in Asia, & Thailand

Transcript of Sponsorship Market Forces in Thailand & Asia (12-17F)

Page 1: Sponsorship Market Forces in Thailand & Asia (12-17F)

STATE OF THE NATION Sponsorship Market Forces in Asia, & Thailand

Page 2: Sponsorship Market Forces in Thailand & Asia (12-17F)

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The ASN Index: Sponsorship Spend

ASN INDEX 6% growth

YoY in ’16

9% growth forecast in

‘17

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The ASN Index: Sport/Non-sport split

Explosion of Non-sport sponsorship

looks to have run out of steam (-7% in ‘16)

Sport sponsorship

has recovered (13% in ‘16); similar forecast in ’17

Split has gone from

71/29 in ‘12 to 41/59 in ‘16

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The ASN Index: Sponsorship Volume

The number of deals has increased in line with value (5% YoY in ‘16)

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ASEAN+HK: Average Deal Values

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Insight: more Sponsorship

platforms emerging but investment

not following suit

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Category Spend: Predictable (’12-’16)

Outliers (+ve) Retailer: 5.1% to 7.4% Pharma: 1% to 2.2%

Outliers (-ve) Telco: 6.3% to 4.4%

Cons. Electronics: 5.2% to 3.7%

Photographic Equipment: 1.3% to 0.5%

Top 5 categories have not changed rank in last 3 years

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Thailand: Recovering

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Overall line shows growth

(11.9%)

9% growth forecast in ‘17

(2014 spike

caused by Asian Beach Games)

Thailand: Recovering after quiet year

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CAGR: 11.9%

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75-78% Sport skew over last 5

years

Sport and Non-sport have been seemingly locked

in step since 2014

Thailand: Sport still dominates

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Thailand: Platform Strengths/Weaknesses (1)

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2012-2016 | Top 30 only

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•  Watersports •  Football •  Volleyball •  Weightlifting •  Martial Arts •  (Music

Concert)

•  Olympics •  Athletics •  Tennis •  Extreme

Sports •  Table Tennis

•  Badminton •  Motorsports •  Swimming •  Basketball •  Multi-Sports

Thailand: Platform Strengths/Weaknesses (2)

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Where is Content & Sponsorship heading?

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Sponsorship Vs Traditional Media: Asia

Sponsorship’s share of All Media spend in Asia fell from 6.2% to 5.7%

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Sponsorship Vs Traditional Media: TH

Sponsorship: Still ranks 5th despite slide from 6.0% to 4.3%

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