Japanese Engine Maker Yanmar Sticks With Asean Football Deal 

In an attempt to drive brand awareness in Southeast Asia, Japanese diesel engine maker Yanmar is continuing to back the AFF Mitsubishi Electric Cup 2022.

The deal brokered by Sportfive, AFF’s commercial rights partner, will see Yanmar sponsoring the event for the fourth occasion of the major biennial Southeast Asian international football tournament.  

Under the agreement, Yanmar will continue having access to perimeter advertising boards, event backdrops, in-stadia TV commercials and other official tournament print collaterals. It will also create social media activity, offline activations, and promotions around matches. 

Tsutomu Murayama, Head of Sports Business Office, Yanmar Holdings, said, “Yanmar aspires to be a driving force in nurturing prosperous lifestyles in Southeast Asia. In addition to supporting people’s lives with products, services and solutions in the agriculture and fishery industries, which play a key role in the economies of Southeast Asia, Yanmar will also deliver exciting and enriching experiences during the tournament and share the joy and excitement that football can create.”

The sponsorship is a key strategy of the B2B brand to engage their target audiences through fan  experiences.  According to ASN data, Yanmar is the 3^rd highest spender for its category (~US$19.6m, 5.3%), with almost 86% of its spending in Japan, its domestic market, over the past three years. However, the diesel engine manufacturer’s expansion in the Southeast Asian market has seen it gradually boost its game in the sponsorship stake there, particularly in football. Apart from the AFF Mitsubishi Electric Cup, it also has deals with the Vietnam National Team and top-tier Thai League football team BG Pathnum United FC.