The Sponsorship Experts have sponsored the 2023 Asia Sponsorship News (ASN) Thailand sponsorship market report, with commentary from local agencies on the performance of the Southeast Asian marketplace. The report shows a strong rebound for the Thailand sponsorship market as compared to other Southeast Asian markets.
Thailand’s economy has shown remarkable resilience post-COVID-19 pandemic with tourism sector recovery and private consumption driving growth. In addition, Thailand’s post-pandemic sponsorship spending recovery curve outdid every other significant player in Asia, with 2022 concluding at US$172 million or 62% of 2019 spend.
According to Paul Poole, Founder of Paul Poole (South East Asia) Co., Ltd.: “Thailand has truly bounced back with a sizable increase of +83 percent in sponsorship spend over the 2021 pandemic low. With spending at 62 percent of 2019, Thailand’s recovery beat all other Southeast Asian markets; Singapore stands at 30 percent, Malaysia at 53 percent, the Philippines at 23 percent and Indonesia at 28 percent of their 2019 results. Confidence has returned to the Kingdom with brands like Chang, King Power, Singha and Toyota all spending in excess of US$10 million each on sponsorship in 2022 alone.”
The strength of the Thailand sponsorship market is further supported by data showing an increase in the share of overall sponsorship spend in Asia coming from Thailand. The Kingdom ranked fourth in the whole of Asia for sponsorship spending, accounting for 3.1 percent of all Asian spend in 2022 (up compared to 2019’s 1.9 percent) and ranked first in Southeast Asia, where it accounted for 53 percent of all Southeast Asia spending (compared to 40 percent in 2019). However, Thailand was dwarfed by both Japan and China which both outstripped it by x4 and x18, respectively.
“We’re extremely pleased to have been able to support the creation of this important report on the health of the Thailand sponsorship market,” commented Paul Poole. “The data speaks for itself - Thailand is making a strong comeback in terms of sponsorship spend, and it sends a clear signal for both rights holders and brands that the country is ready for business.”
ASN is the leading market intelligence service for the sponsorship industry in Asia, which distributes independent news, analytics and insights on a subscription basis, with a bespoke consultancy and training service.
ASN is operated by Asia Sponsorship News Co., Ltd. a subsidiary of Paul Poole (South East Asia) Co., Ltd.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
