Is brand sponsorship enough for Asian sports?

It takes a village to raise an athlete. This sentiment has never been more relevant, as brands are shifting from being sponsors to becoming foundational anchors within the sports ecosystem—creating a comprehensive support system that extends far beyond financial backing.

Beyond empowering an athlete’s individual success, brands are now investing in grassroots programmes and sustainable initiatives that uplift entire communities—bridging gaps that exist beyond the sports arena. By building strong, inclusive sports ecosystems, brands foster environments where athletes and communities grow together, creating opportunities that extend into educational, social, and economic spheres.

Growing beyond the sporting arena

To foster genuine growth in Asia, brands must first turn their focus towards improving sports infrastructure across the region. This involves not only building high-quality facilities but also ensuring consistent access to essential equipment, creating safe, accessible spaces for training and competition, and establishing networks of support through community-driven programmes. These programmes cultivate a sense of belonging and pride, encouraging athletes of all ages and abilities to pursue their dreams within a nurturing community.

Technological innovations also serve as a key driver for expanding access to essential sports resources. From wearable tech that tracks performance metrics to advanced virtual coaching platforms, technology offers athletes precision tools to elevate their training. In Singapore, for example, national training programmes have integrated sports science at a remarkable level. Technologies such as motion capture systems and real-time analytics provide athletes with invaluable data to optimise their training routines, reduce injury risks, and elevate their overall performance—setting a new standard for athletic excellence in the region.

While on-field support is crucial, brands can deepen their influence by fostering meaningful connections within local sports communities. This involves acknowledging and respecting the unique cultural aspects, traditional sporting practices, and heritage within each region, allowing brands to offer support that resonates on a personal level. Initiatives like mentoring programmes, youth sports leagues, and skills training not only empower young athletes but also position brands as passionate advocates for sustainable sports development—reinforcing values of resilience, teamwork, and dedication.

Championing community and well-being

Milo has set an example with its Sports Clinics across Southeast Asia. As communities adjusted to the ‘new normal,’ the brand launched a campaign offering young athletes access to online training modules and remote coaching sessions with brand ambassadors. These sessions also emphasised the importance of balanced nutrition and overall wellness, promoting a holistic approach to athletic development that extends beyond skill-building. By fostering pride in local athletic talent and promoting long-term growth, Milo’s initiative exemplifies how brands can empower communities from the ground up.

Similarly, Toyota’ 'Start your impossible' campaign underscores the role of community support, spotlighting athletes competing at the Paris 2024 Olympics and Paralympics. With the theme 'Our People are Our Strength', the campaign champions these athletes as 'Dual Heroes' who achieve personal excellence while promoting positive social change.

One inspiring story is that of Ernie Gawilan, a para-swimmer from the Philippines, who overcame numerous challenges to become a respected athlete. Growing up in a coastal community in Davao, Gawilan not only honed his swimming skills but also became an environmental advocate for cleaner waters. By aligning with Gawilan’s mission, Toyota mobilised its employees and dealership network to organise coastal clean-ups and mangrove planting projects across 35 locations nationwide.

By moving beyond traditional sponsorships, brands are creating meaningful off-the-field initiatives that nurture athletes and strengthen community bonds. This commitment enriches the sporting landscape, establishing a legacy that benefits athletes, communities, and brands alike.

Preston Tan is the vice president of Toyota Motor Asia.