MOTORSPORT SPONSORSHIP IN ASIA

The motorsport Asia sponsorship market remained a cornerstone of the regional sports marketing economy in 2024, generating US$480 million in sponsorship value. This represented 14% of total sports sponsorship investment across the continent, compared to the market leading platform – football – at a striking 37%. The top five platforms, which included basketball, tennis and cricket, accounted for 75% of all 2024’s sports sponsorship spend in Asia.

Motorsport’s proportion of total sport sponsorship differs from country to country, with Malaysia presenting the highest proportion at 61%. The others within Asia’s top five were Pan Asia / 45%, Singapore / 25%, Japan / 14% and India / 7%.

Although it’s down slightly from 2023’s record high, the motorsport sector continues to demonstrate impressive resilience, structural strength and exciting growth potential.

The decline of 6% year-on-year reflects a natural market correction following two years of sharp growth (+45% in 2022, +7% in 2023), rather than any erosion in confidence or long-term forecasts. Indeed, motorsport remains one of the few sports capable of delivering Pan-Asian and global exposure for brands seeking to reach affluent, technology-oriented audiences.

Formula 1 and MotoGP continue to dominate, led by properties such as Formula 1 Group, Red Bull Racing, Honda Racing Corporation, and Mercedes AMG F1 Team. While Malaysia, Singapore and Japan are the strongest single-country markets, Pan-Asian deals account for nearly half of all investment.

Top sponsors are drawn largely from automotive, technology and energy sectors, with Petronas, Honda, and Oracle leading investment. However, the growing presence of gambling, crypto, and fintech brands points to a changing landscape, as these sectors pivot away from European football sponsorships toward motorsport.

The top sponsoring brands in 2024 were:

Sponsor                                Country/Area            Value           % of total

US$ (000)      motorsport

Petronas                                Malaysia                      49.1                            10%

Honda                                     Japan                           46.8                            10%

Oracle                                     Pan-Asia                      25.0                              5%

188Bet                                   Pan-Asia                       22.5                              5%

Singapore Airlines                Singapore                    17.9                              4%

Mahindra & M’dra Auto       India                             13.0                              3%

Bybit                                       Pan-Asia                      12.5                              3%

DHL                                        Pan-Asia / China        12.4                              3%

Aramco                                  Pan-Asia                      10.9                              2%

Repsol                                    Japan                           10.9                              2%

At the same time, motorsport in Asia is seeing the results of a planned change in the sector’s focus, whereby the continent has become a vital area for the sport’s growth. This shift is not accidental, but rather largely data-driven to capitalise on the vast untapped potential of sport in the region.

Premier events such as F1 and MotoGP are just the tip of the iceberg. Investment in national and regional competitions trickles down from the top tier, seeding the foundations of a stronger local infrastructure.

In this context, it’s worth noting that – while the top ten spending brands accounted for 46% of total investment in Asian motorsport – the remaining 54% was derived from a long list of 198 sponsoring brands, most of which were supporting various downstream activities.

Despite a short-term plateau in 2024, long-term growth prospects remain solid, driven by sustainability narratives, electric vehicle technology, and increasing regional race activity – particularly in India and Southeast Asia.

ASN released its Motorsport Asia Market Analysis 2025 in October 2025.