Panasonic to sponsor SEA Games in Myanmar

Secured by the organising committee’s sponsorship management consultant, Dentsu Sports Asia, Panasonic Asia-Pacific will be the exclusive sponsor for a variety of household appliances needed at the Games. It will also provide audio visual equipment such as televisions, players and audio systems.

The brand will be sponsoring the games for the second time in a row, because ASEAN is a crucial market, a spokesperson told Campaign Asia-Pacific. Panasonic believes the sponsorship can both increase its brand awareness and improve its understanding of the region, especially emerging markets such as  Myanmar and Cambodia. 

"Panasonic sees branding as an emotional function," the spokesperson said. "We believe that we can increase our brand presence at exciting events like the SEA Games, taking advantage of the impact the event has on the people from the ASEAN region. Going forward, we will continue to seek different areas where we can increase our brand presence but will not dwell specifically on sports marketing."

Kunihito Morimura, president and CEO of Dentsu Sports Asia, noted that the Games is an ideal opportunity for businesses looking to extend their presence into Myanmar and establish themselves in the region.

Dentsu Sports Asia, the sports marketing arm of Dentsu Network/Asia, was officially appointed as the consultant for the Games on 21 May. It is tasked with the procurement and negotiation of sponsorship packages for the event, in partnership with JK Consulting & Management, an affiliate of the Thailand-based JK Group.

The SEA Games will be staged in Myanmar from 11 to 22 December, with the host country and 10 others from Southeast Asia participating.

Update, 12 pm, 6 June: Comments from Panasonic spokesperson were added.