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Malaysia Airlines Is Back in the Black And Renewing Its Sponsorships... But It's a Domestic-Only Strategy
April 13, 2016
Just two months after making its first profit for several years, Malaysia Airlines has announced it is to continue its sponsorship of a pair of regional music festivals…
Japanese Telco Makes Odd Sponsorship Move Outside Japan
March 30, 2016
One of Japan's largest telcos has made a surprise move in sponsoring its first ever platform outside Japan, in a market dominated by home-grown, state-related telcos... Why??
ASN INTERVIEW: Challenger brand Puma is Highly Selective; Looks For Brand DNA Fit Above All Else
November 30, 2015
Well known for its global sponsorship of the showman of athletics, Usain Bolt, and now R&B rebel Rihanna, Puma is clearly a brand that does things its own way.…
Huawei Throws Sport Sponsorship Playbook in the Bin in Asia; Opts for Non-sport instead
November 27, 2015
Chinese telco giant Huawei is making an obvious change in its Asian Sponsorship investment strategy, telegraphed by a fresh transmedia entertainment deal in Malaysia.
ASN Interview: Mondelez Focusing On “Big Media” Sponsorship Platforms For Growth
October 5, 2015
The term “emerging giant” sounds oxymoronic, but FMCG holding company Mondelez [MDLZ.OQ] – the confectionery and snacks business of Kraft Foods – is maybe not as big a…
Hockey Continues To Be Central In Hero MotoCorp Sponsorship Strategy
August 31, 2015
The International Hockey Federation (FIH) has clinched a deal with Hero MotoCorp Limited as the title sponsor of the 2015 men's Hockey World League Final to be held…
The Undisputed EPL Sponsorship Kings Bag a Digital Giant in Korea
August 12, 2015
Manchester United has cemented itself as the undisputed Sponsorship power broker in Asia thanks to a fresh deal with a Korean online games developer and publisher.
CASE STUDY: Singtel, the SEA Games & Sponsorship in General
July 13, 2015
Singtel (STEL.SI) is the leading multimedia company in Singapore and a significant investor in sponsorship in Singapore (78% market share in the last 3 years).
CASE STUDY: The AIA Great European Carnival - A calculated risk
June 25, 2015
A partnership between AIA – the Asian insurance leader – and The Great European Carnival in Hong Kong earlier this year had as many twists and turns as…
ASN INTERVIEW: Big Sync Reveals Why Music Matters For Brands
June 5, 2015
In February, we reported on how the Fast Moving Consumer Goods’ giant – Unilever – had struck a strategic partnership with the UK-based sonic agency, Big Sync.
