As we bid farewell to another extraordinary year, we take a look back at the amazing rights holders and brands we’ve had the pleasure to work with.
2025 will perhaps stand out the most as the year Thailand grieved the loss of Her Majesty Queen Sirikit, the Queen Mother. Her Majesty’s lifelong dedication to the Thai people, her commitment to social development, and her efforts to preserve Thai culture and promote the arts will be remembered with great respect.
Here at The Sponsorship Experts we look back at a year where we had the pleasure of once again working together with some of our long-term clients in the world of sports, arts, entertainment and MICE (meetings, incentives, conventions and exhibitions). We also signed on a number of new exciting clients whose properties make significant contributions to Southeast Asia’s already dynamic and exciting sports tourism industry.
The year came off to a great start with the announcement of the Amazing Thailand Grand Tourism & Sports Year 2025 campaign, which aims to attract 40 million foreign visitors and generate THB2.8 trillion in tourism revenue this year. Behind the campaign are Thailand’s Ministry of Tourism and Sport and the Tourism Authority of Thailand whose aim it is to cement and strengthen Thailand’s tourism and sports industry as an attractive tourism segment, due to its ability to engage local communities as well as attract higher-spending individuals to the Kingdom.
Sport has, as usual, been one of our most important segments. We are proud to have be reappointed by Volleyball World to manage commercial sponsorship and partnership marketing in Thailand. The reappointment will see The Sponsorship Experts work on Volleyball World’s most important properties including the Volleyball Nations League (VNL). The reappointment came in the wake of two important sponsorship deals which we helped broker this year: Hatari became official event sponsor of the FIVB Volleyball Women’s World Championship Thailand 2025, and SPONSOR was named Official Regional Partner of Volleyball World.
Other sports properties we had the pleasure to work with this year include Bangtao Muay Thai & MMA, Icons Series (Reignwood Icons Of Football), Laguna Phuket Marathon, Nakhonsi United Football Club, REDLINE Fitness Games Bangkok, Royal Bangkok Sports Club (RBSC), RBSC Polo Club, Supersports 10 Mile Run Thailand, World Trail Majors, X-15 ACTION GAMES and last but not least the Sports Authority of Thailand (SEA Games and ASEAN Para Games).
MICE also remained a strong sponsorship segment this year with Thailand International Boat Show and Malaysia International Boat Show proving that boating and yachting is becoming increasingly popular across the region.
The 74th Miss Universe competition in Thailand taught us great lessons about what to do and, more specifically, what not to do to successfully organise and execute a global property within the framework of local laws and practices. The mismanagement of the event touched upon two topics we have written about extensively throughout the year: the importance of executive education and adhering to the strict sponsorship laws of Thailand.*
These properties have kept us busy in 2025 and we would like to thank all of the above for a great year. We also would like to take this opportunity to thank all the participants in our training workshops Sponsorship Part One and Part Two that once again sold out.
2025 has also been a year where we have strengthened our offerings even further. Our full service, packaging and partial packaging products along with our engagement and activation services are as relevant as ever and provide rights holders and brands invaluable insight into the world of commercial sponsorship and partnership marketing, teaching them everything from creating sponsorship and partnership packaging and pricing strategies, developing sales materials to attracting the right brands and measuring the impact.
To help existing and prospective clients gain an even better understanding of our offerings, we conducted a Q&A with Paul Poole, Founder, Managing Director and Chairman of Paul Poole (South East Asia) Co., Ltd. where he shared some of the insights gathered over decades in the industry.
Our work with Asia Sponsorship News (ASN) has continued in 2025, resulting in the publication of the ASN Gambling Asia Market Analysis 2025 and ASN Motorsport Asia Market Analysis 2025 reports. We also took a deep dive into how ASN and The Sponsorship Experts gather sponsor and partner contact details for the benefit of our clients. ASN remains the leading platform for sponsorship news in Asia, providing important tools for anyone working in this field.
Another useful tool that we’ve implemented throughout 2025 is Sportskred, a revolutionary marketing service that empowers clubs and sports organisations to create, manage, and monetise a new marketing asset: the social media presence of their players and athletes.
As we look towards a busy 2026, we would also like to thank the below clients for their continued trust and we look forward to working with you next year.
- Royal Bangkok Sports Club (RBSC) 2024-2027
- RBSC Polo Club 2024-2027
- Nakhonsi United Football Club 2025/2026
- Sports Authority of Thailand 2026/2027
- World Trail Majors 2026-2029
- X-15 ACTION GAMES 2026
- Thailand International Boat Show 15-18 January 2026
- Malaysia International Boat Show 2-5 April 2026
- Laguna Phuket Marathon 13-14 June 2026
- Volleyball World/Women’s Volleyball Nations League - Thailand TBC June 2026
- REDLINE Fitness Games Bangkok TBC 2026
For a full list of current opportunities, please see www.paulpoole.co.th/opportunities. For a list of current and past clients, sponsors and partners, please see www.paulpoole.co.th/clients-sponsors-partners.
*We would like to make clear that we have NO contractual or commercial relationship with the Miss Universe Organisation or suggest any such relationship.
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.
