Tourism Indonesia Surprises With Sadio Mane Move

In a move echoing Tourism Malaysia’s year-long deal with Luis Suarez last November, the 26-year-old winger will promote Tourism Indonesia on his social platforms, as well as enabling Tourism Indonesia to utilise his image rights.

The partnership’s aim is to generate greater interest towards Indonesia as an attractive destination for tourism, using the Premier League star’s global popularity to target holidaymakers and travellers.

Managing Director of Mediapro Asia, Lars Heidenreich, added, “We are fully committed to helping Indonesia deliver its tourism objectives. Having a star like Sadio Mane and activating with a comprehensive digital campaign, we are confident this campaign will be a good catalyst to help increase the awareness of the wonderful Indonesia message and help drive more tourism traffic to Indonesia.”

According to the ASN Index, Indonesia’s Ministry of Tourism has been very conservative with a category share of 2.8% all tourism bodies across the continent since Q116. That ranks them outside the top ten Tourist spenders in Asia; a category that has spent US$168m on Sponsorship platforms in the last 3 years. In fact, Indonesia’s spends have been below par of its quarterly average of US$256k since Q416, and it trails SEA rivals such as Malaysia (13.4%, 2nd), Thailand (9.6, 3rd) and Singapore (3.6%, 7th).

The deal was brokered by Mediapro Asia, the regional arm of the Spanish sports rights agency.