Asian brands are pouring millions of sponsorship dollars into English Premier League and other European league clubs and Asian broadcasters are in total spending more on broadcast rights than those in any other continent.
For the 2014/2015 season 9 out of 20 English Premier League clubs have an Asian brand shirt sponsor, compared with just one in the 2003/2004 season, Kejian, which sponsored Everton.
2014/2015 – Asian Brands Sponsoring English Premier League Clubs
Aston Villa – Dafabet, Philippines – Betting and gaming
Burnley – Fun88, Asia – Betting
Chelsea – Samsung, Korea – Electronics
Everton – Chang Beer, Thailand – Alcoholic beverages
Hull City – 12BET, Philippines – Betting and gaming
Leicester City – King Power, Thailand – Travel
QPR – Air Asia, Malaysia – Airline
Swansea City – GWFX, Hong Kong – Financial services
Tottenham Hotspur – AIA, Hong Kong – Insurance
According to Repucom, the English Premier League has 820 million fans in Asia. Spurs estimate they have 80 million fans across the continent. Manchester United is understood to have around 100 million fans in mainland China alone. More than 16% of Manchester City’s fans come from Asia (compared to just 3% from the UK).