Study: Significant majority of football fans in APAC notice brand sponsors

21% of residents in key APAC markets such as Indonesia, Thailand, Hong Kong, Singapore and Australia are football followers, most of whom take notice of one or more brand sponsors. 

In fact, those in Indonesia (92%) are most likely to notice one or more brand sponsors, ahead of Hong Kong (89%) and Thailand (88%), followed by Australia (83%) and Singapore (75%). 

According to a study by YouGov Global Profiles, football followers in Australia are most likely to have noticed event sponsors (57%), while half of football followers in Hong Kong (51%) and Indonesia (50%) say the same.

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In contrast, under two-fifths in Singapore and Thailand (38%) say the same.

Meanwhile, about half of football followers in Thailand (51%) and Hong Kong (49%) have awareness of TV programme sponsors, ahead of more than two-fifths in Australia (45%) and Indonesia (44%). However, only a quarter in Singapore (26%) say the same.

About a third of football followers in Australia (35%) have noticed venue sponsorships, ahead of a quarter in Hong Kong and Indonesia (both 24%), and closer to a fifth in Thailand (22%) and Singapore (18%).

Finally, about a third of football followers in Australia (35%) have awareness of sports team sponsorship, ahead of a quarter in Hong Kong and Indonesia (both 24%), and closer to a fifth in Thailand (22%) and Singapore (18%). 

Interestingly, data from YouGov Global Profiles' study revealed that football fans in APAC are also most likely to support their teams by buying products from their sponsors.

Football followers in Indonesia (57%) and Thailand (52%) would support their teams by buying products from their sponsors, with about an eighth (12-13%) expressing strong agreement. 

In contrast, only about two in five football followers in Hong Kong (43%) and Australia (40%) and around a third in Singapore (35%) would do so. 

Consumers are becoming more discerning these days, with plenty taking more notice and awareness of the ads delivered to them. 

In a different survey by Bynder in May this year, 50% of consumers said that they are able to spot AI-generated copies.

The survey also revealed that 56% of participants said that they preferred the AI version over the human-made article.

Meanwhile, 52% of consumers cited that they would become less engaged if they suspect a copy is AI-generated. 

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