The motorsport Asia sponsorship market remained a cornerstone of the regional sports marketing economy in 2024, generating USD480 million in sponsorship value.
This represented 14 percent of total sports sponsorship investment across the continent, compared to the market leading platform – football – at a striking 37 percent. The top five platforms, which included basketball, tennis and cricket, accounted for 75 percent of all 2024’s sports sponsorship spend in Asia.
Motorsport’s proportion of total sport sponsorship differs from country to country, with Malaysia presenting the highest proportion at 61 percent. The others within Asia’s top five were: Pan Asia at 45 percent, Singapore at 25 percent, Japan at 14 percent and India at 7 percent.
Although it’s down slightly from 2023’s record high, the motorsport sector continues todemonstrate impressive resilience, structural strength and exciting growth potential.
The decline of 6 percent year-on-year reflects a natural market correction following two years of sharp growth (+45 percent in 2022, +7 percent in 2023), rather than any erosion in confidence or long term forecasts. Indeed, motorsport remains one of the few sports capable of delivering Pan-Asian and global exposure for brands seeking to reach affluent, technology-oriented audiences.
Formula 1 and MotoGP continue to dominate, led by properties such as Formula 1 Group, Red Bull Racing, Honda Racing Corporation, and Mercedes AMG F1 Team. While Malaysia, Singapore and Japan are the strongest single-country markets, Pan-Asian deals account for nearly half of all investment.
Top sponsors are drawn largely from automotive, technology and energy sectors, with Petronas, Honda, and Oracle leading investment. However, the growing presence of gambling, crypto, and fintech brands points to a changing landscape, as these sectors pivot away from European football sponsorships toward motorsport.
The top sponsoring brands in 2024 were:
| Sponsor country/area | Value USD (000) |
Percent of total Motorsport |
| Petronas, Malaysia | 49.1 | 10 |
| Honda, Japan | 46.8 | 10 |
| Oracle, Pan-Asi | 25.5 | 5 |
| 188Bet, Pan-Asia | 22.5 | 5 |
| Singapore Airlines, Singapore | 17.9 | 4 |
| Mahindra & M’dra Auto, India | 13.0 | 3 |
| Bybit, Pan-Asia | 12.5 | 3 |
| DHL, Pan-Asia/China | 12.4 | 3 |
| Aramco, Pan-Asia | 10.9 | 2 |
| Repsol, Japan | 10.9 | 2 |
At the same time, motorsport in Asia is seeing the results of a planned change in the sector’s focus, whereby the continent has become a vital area for the sport’s growth. This shift is not accidental, but rather largely data-driven to capitalise on the vast untapped potential of sport in the region.
Premier events such as F1 and MotoGP are just the tip of the iceberg. Investment in national and regional competitions trickles down from the top tier, seeding the foundations of a stronger local infrastructure.
In this context, it’s worth noting that – while the top ten spending brands accounted for 46 percent of total investment in Asian motorsport – the remaining 54 percent was derived from a long list of 198 sponsoring brands, most of which were supporting various downstream activities.
Despite a short-term plateau in 2024, long-term growth prospects remain solid, driven by sustainability narratives, electric vehicle technology, and increasing regional race activity – particularly in India and Southeast Asia.
ASN released its Motorsport Asia Market Analysis 2025 report in October 2025.
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.
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.
