Sports teams across Asia are plunging into the NFT (non-fungible token) world, hoping to cash in on the digital trend du jour, after the COVID-19 pandemic has wrecked traditional revenue streams. In the past year, the potential of NFTs as a new source of revenue for major sporting leagues has broken out across the world. […]

Brands from the Pernod Ricard portfolio have been busy in India, scoring major endorsement deals with local female celebrities there.   First, Australian wine brand Jacob’s Creek, has secured Mithali Raj, captain of the Indian national women’s cricket team, as its latest brand ambassador. Widely regarded as one of the finest female cricketers of all-time, Raj, […]

News that Tata Group is poised to replace Vivo as title sponsor for the Indian Premier League (IPL) 2022 has caught the sport industry and now speculation behind the change has been feverishly making the rounds there.  With Vivo choosing to exit early from its blockbuster deal early, it continues a rather unwanted trend started […]

Insurer AXA has expanded its sports sponsorship portfolio by securing an endorsement deal in Asia and Africa with Japanese-Filipina professional golfer Yuka Saso, winner of the 2021 US Women’s Open. The 20-year-old golfer is currently ranked eighth in the world. AXA mentioned that Saso exemplifies its tagline “Know you can”, after having been recognised as the […]

Ahead of Chinese New Year, Singaporean brewer Tiger Beer has collaborated with global football star Son Heung-Min – currently at Tottenham Hotspur – to kickstart their campaign. Son Heung-Min’s football journey has clearly struck a chord with football fans across the world, particularly Asia, as he become the highest scoring Asian player in European football.   […]