The Sponsorship Experts have sponsored the ASN Motorsport Asia Market Analysis 2025 report. The report provides insight into global sponsorship investment in motorsport, including which countries led the field and how motorsport sponsorship compared to other platforms.
The motorsport sponsorship market in Asia remained a vital pillar of the region’s sports economy in 2024, generating an estimated USD480 million in sponsorship value. This accounted for 14 percent of all sports sponsorship investment across Asia, ranking behind football (37 percent), which topped the list. The top five sports, which also include tennis, cricket and basketball, account for 75 percent of all 2024’s sports sponsorship spend in Asia.
Motorsport’s share of sponsorship varies widely by country. Malaysia led with 61 percent of its total sports sponsorship value linked to motorsport, followed by Pan-Asia (45 percent), Singapore (25 percent), Japan (14 percent), and India (7 percent). Although the market saw a modest 6 percent decline year-on-year, this was viewed as a natural correction after two years of strong growth (+45 percent in 2022 and +7 percent in 2023), not a sign of weakening confidence. The sport continues to attract brands seeking Pan-Asian reach and high-value, tech-oriented audiences.
Formula 1 and MotoGP dominate the sector, supported by powerhouse entities like Red Bull Racing, Honda Racing Corporation, and Mercedes AMG F1. Nearly half of all investments are Pan-Asian deals, with Malaysia, Singapore, and Japan remaining the strongest single-country markets.
Leading sponsors in 2024 included Petronas (USD49.1m), Honda (USD46.8m), Oracle (USD25.0m), 188Bet (USD22.5m), and Singapore Airlines (USD17.9m). While automotive, technology, and energy brands still dominate, gambling, crypto, and fintech companies are emerging as significant new investors, shifting focus from European football to motorsport.
Despite a short-term slowdown, the long-term outlook is robust. Growth will be driven by sustainability, electric vehicle innovation, and expanding regional race circuits, particularly in India and Southeast Asia. Motorsport’s growing footprint reflects a strategic, data-driven focus on Asia, establishing the region as a critical hub for the sport’s future.
The ASN Motorsport Asia Market Analysis 2025 report is the second syndicated ASN report of 2025, sponsored by Paul Poole (South East Asia) Co., Ltd.
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.
