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

In the world of sports sponsorships, alcohol brands are raising the stakes in the Asia-Pacific region. The scene is bustling with deals, and the numbers are eye-opening. Australian Football is leading the pack in terms of revenue, but soccer has the most sponsorship agreements. Team deals are the most common, making up a third of the total value in 2025. The big players are making waves. Carlton and United Breweries (CUB) have a massive deal with the Australian Football League (AFL), worth around $8 million a year. This partnership is a game-changer, as it introduces Carlton Zero, the AFL's first official non-alcoholic beer. CUB isn't stopping there. They've also teamed up with the National Rugby League (NRL) through their parent company, Asahi Beverages.Heineken is another major player, with a significant deal as the title sponsor of the F1 Chinese Grand Prix. This partnership is the second-largest in the region. CUB is spending the most, but Heineken is close behind, though they're only spending about a third of what CUB is putting down. The report dives deep into the trends and top brands in the alcoholic beverages sector. It highlights the biggest deals and the most active brands. From the Australian Open Championship to the F1 Chinese Grand Prix, alcohol brands are making their mark in the sports world. This report is a goldmine for anyone looking to understand the alcoholic beverages sector in the APAC region. It's all about the numbers, the trends, and the big players. Whether you're a business pro or just curious, this report has something for you.