Japanese Based MNC Ajinomoto Backs Upcoming SEA Games  

The Cambodian SEA Games Organising Committee (CAMSOC) has signed a deal with Ajinomoto, making the Japanese brand an official premium sponsor of the biennial multi-sports event.

Under  the deal, Ajinomoto will provide funding for the events to ease the burden of the hosting expenditure on the Cambodian government. In return, Ajinomoto advertising will be featured on displays and materials related to the sporting event.

Ichiro Sakakura, Vice-President of Ajinomoto and General Manager of its ASEAN division in charge of business operations, expressed his joy to be supporting the SEA Games and ASEAN Para Games in Cambodia.

“Ajinomoto is very proud to be an official sponsor for this year as we want to be a part of bringing a successful SEA Games and ASEAN Para Games to Cambodia. We have made it our speciality to become an official partner for the past three SEA Games in 2017, 2019 and 2021 and we were also the official partner of the 2020 Tokyo Olympics and Paralympics as well,” he added.

Four major companies have signed agreement to be the sponsor of the 2023 SEA Games and ASEAN Para Games, including ABA Bank with an exclusive deal for the finance and banking sector and AIA Life Insurance with an exclusive deal for the insurance sector. FBT’s sponsorship involves providing tens of thousands of items of branded items of clothing while Ajinomoto will provide cash, though the specific amount was not confirmed.

According to ASN data, Ajinomoto has been a minor player (~0.3%) in the Asian sponsorship market, investing almost US$4.4m since Q220. It’s not surprising that over half of its spends (55.1%) is  in Japan, its domestic market, however, the Japanese brand known for its MSG flavour enhancer, has 44.9% of its investment in the Southeast Asian market.