Daihatsu Invests in Malaysian Badminton; But At What Cost?

The Toyota Group brand will sponsor the Badminton Association of Malaysia (BAM) to the tune of US$450,000. From the total, US$350,000 would be allocated as prize money for the Perodua Masters Malaysia 2018 which is scheduled in January next year at the Axiata Arena in Bukit Jalil.

This prize money which has increased from US$120,000 to US$350,0000 will raise the status of the Malaysia Masters into a BWF Super Series tournament, and attract some of the world’s best shuttlers, including reigning singles female champion Saina Nehwal.

Daihatsu’s sponsorship has put the brand above the parapet outside of its home market, Japan, where its sponsorship is almost wholly focussed (Oita Trinita, the Tokyo Motor Festival). However, the move does follow a pattern of sponsoring badminton in that its other domestic sponsorships are the Japan Open and the Japanese national badminton team. That said, the Toyota brand has been on the periphery of auto spend ex-Japan and sits well down ASN’s spend rankings.

Malaysia is a big market for sponsorship – it accounts for 23% of a US$43.8m sponsorship market (past 3 years to date) – but have the BAM sacrificed an easy life in accepting Daihatsu’s sponsorship? Perodua, the Malaysian auto manufacturer and title sponsor of the Masters, may have a less-than-enthusiastic response to the Japanese brand’s presence…