In the last five years, we’ve seen a period of contraction in investment from European football clubs towards Asia following the impact of Covid. We now see that the football economy increasingly revolves around the U.S. and the Middle East, with two of the next three FIFA World Cups scheduled to take place in these regions.
That said, we’re reaching an inflexion point with more confidence and investment being redirected towards Asia. This has been reflected by the volume of pre-season fixtures taking place across the continent this summer, as well as an increase in the sponsorship dollars being invested from this region. In 2023, Asia accounted for just 5% of the total global football sponsorship value; however, by 2024, this had increased to 14%.
In this blog, IMG’s Tom Elsden explores why this shift has taken place and how international football rights holders are winning their share of the market.
The Asian edge
Asia offers untapped growth potential for football players, teams, leagues and federations. Not only is there a sizeable audience, with 58% of global football fans based in APAC, compared to 15% in Europe and 12% in LATAM, but the audiences are unique (Source: GWI).
While ageing demographics of football and other sports are widely regarded as one of the most challenging threats to future growth in many markets, 52% of APAC fans are under the age of 34, compared to 38% in Europe, representing a growing demographic that will spend time and money engaging with the sport.
This pursuit of ‘winning Asian audiences’ is also based on the concept that a large percentage of these fan groups are ‘first-generation’, that they haven’t inherited a team from a parent, but will then continue to support the team moving forward.
Ultimately, European football is investing in this market now for long-term commercial success. The expectation is that localisation and marketing to this region will drive fandom growth, which results in greater commercial opportunities. These opportunities could relate to sponsorship, by either activating global partners in these markets or negotiating new regional partnerships with Asian brands. For leagues and federations, this also relates to a potential increase in media rights, particularly at a time when many regions’ media markets are shifting. It also opens up direct-to-consumer opportunities across the entire ecosystem, with merchandise, ticketing, and memberships gradually becoming more valuable.
How European football is winning in Asia
Success breeds success, and in Asia, nothing helps more than winning. Although this is outside the control of teams’ marketing remit, leveraging success and doubling down during these periods is key. A recent example is that Asia has become PSG’s fastest-growing market, with around 45% of its total fan base coming from the region. The team’s success on the pitch was combined with new digital marketing initiatives, offline viewing parties across major Asian capital cities and even legends tours during the season.
Even though we see die-hard fans making trips to Europe, the truth is that 99% of European football fans in Asia will never visit their favourite team’s home stadium. This is why the most successful teams have consistently brought their club to Asia. This summer exemplifies the resurgence of the Asian market pivot, as seen with the Hong Kong Football Festival, including the first-ever North London derby between Tottenham Hotspur and Arsenal to take place outside of the UK, which sold out within 24 hours.
70,000 people turned up for Manchester United’s post-season match against the ASEAN All-Stars team in Malaysia, and Liverpool, AC Milan, Borussia Dortmund, Barcelona, Real Sociedad and Newcastle have all visited. These post and pre-season tours are a lucrative opportunity for clubs in the short term, through payments from the tour promoters, but also allow the clubs to start long-term brand and commercial initiatives.
During the season, when winning trophies and bringing the team to Asia isn’t possible, the most successful teams continue a 365-day, always-on marketing strategy for their fans across the region. In the last few years, this has evolved from basic translation on social media to localising their brands to Asia as a whole, to now creating a unique blueprint for success in each priority country or language.
European football has established an active and engaged online community in this region, with 45% of APAC fans holding a positive perception of social media, compared to only 27% of European fans. This has enabled them to build communities and grow their fandom despite the close proximity. However, social media has also brought several challenges to European football, with various popular players and teams being impacted by crises that go viral.
Value and volume
European football has found a second home in Asia. Whether it’s about belonging to a global football tribe or expressing individuality through fandom, the growth potential is vast. The clubs that invest consistently, nurture their base, and deliver real value year-round will win the biggest prize: loyalty that lasts decades.
Tom Elsden is the vice president of digital at sports agency Mailman.
