Southeast Asia Sports Sponsorship Deals 2026: 14 Biggest Deals

The biggest Southeast Asia sports sponsorship deals of 2025-2026 are title-rights agreements: BRI on Indonesia's BRI Super League, BYD across all three tiers of the Thai League, LPBank on Vietnam's V.League 1, and Pertamina on MotoGP at Mandalika. Sportswear deals (adidas, PUMA, Kelme) and esports partnerships such as Infinix with MLBB complete the picture. Values are undisclosed.

Key facts

Banks dominate league title rights: BRI in Indonesia (since 2021/22) and LPBank in Vietnam, plus LPBank Securities on Vietnam's National Cup.
BYD and its Thai distributor Rêver became main sponsors of the Thailand national team and the Thai League in July 2025, renaming all three tiers after BYD models.
PUMA replaced Nike as Malaysia's national football kit partner from 1 January 2025 in a four-year deal, ending Nike's 18-year run.
Pertamina holds naming rights to both the MotoGP event and circuit at Mandalika; on 10 October 2026 it said renewal for 2027 was in process.
Infinix signed its widest MLBB esports rollout in March 2026, covering leagues in Indonesia, the Philippines, Thailand, Myanmar, Malaysia and Cambodia.
None of the 14 deals below publicly disclosed a total contract value.

The 14 deals at a glance

#	Brand	Property	Country	Sport	Deal type	Announced	Value
1	BRI	BRI Super League (top flight)	ID	Football	League title sponsor	3 Aug 2025 (launch)	Undisclosed
2	adidas Indonesia	I.League (Super League and Championship)	ID	Football	Official ball and referee kit, 3 seasons	15 Jul 2025	Undisclosed
3	Bank Jakarta	Persija Jakarta	ID	Football	Club sponsor (MoU)	17 Jul 2025	Undisclosed
4	Kelme	Persib Bandung	ID	Football	Kit supplier	2025/26 season	Undisclosed
5	adidas Indonesia	Persija Jakarta	ID	Football	Kit supplier, multi-year	22 Jun 2026	Undisclosed
6	Pertamina	Grand Prix of Indonesia and Mandalika circuit	ID	Motorsport	Event and venue naming rights	Renewal in process, 10 Oct 2026	Undisclosed
7	BYD and Rêver	Thai League 1-3 and national team	TH	Football	League naming and main sponsor	Jul 2025	Undisclosed
8	LPBank	LPBank V.League 1 2025/26	VN	Football	League title sponsor	8 Aug 2025	Undisclosed
9	LPBank Securities	National Cup 2025-26	VN	Football	Cup title sponsor	9 Sep 2025	Undisclosed
10	PUMA	FAM / Harimau Malaya	MY	Football	National team kit, 4 years	1 Jan 2025	Undisclosed
11	PETRONAS	Malaysia Open 2026 (Super 1000)	MY	Badminton	Tournament title sponsor	Jan 2026 edition	Undisclosed
12	Daihatsu	Indonesia Masters 2025 (Super 500)	ID	Badminton	Tournament main sponsor	Jan 2025 edition	Undisclosed
13	Infinix	MLBB esports leagues (MPL ID, MDL ID, MSL TH and more)	Regional	Esports	Presenting, title and device partner	16 Mar 2026	Undisclosed
14	GAC Philippines	Cignal TV and TV5 coverage of PBA, PVL, UAAP	PH	Basketball, volleyball	Broadcast sponsorship	9 Aug 2026	Undisclosed

Football: league title rights stay with banks and carmakers

BRI and the BRI Super League (Indonesia)

Indonesia's top flight was renamed from Liga 1 to the BRI Super League for 2025/26, with the launch held in Jakarta on 3 August 2025. According to Investortrust, Bank Rakyat Indonesia has been the league's title sponsor since 2021/2022. BRI president director Hery Gunardi cited three reasons: exposure for a bank with more than 7,000 branches, an economic turnover estimated by BRI Research Institute at over Rp10.5 trillion, and football development. The 2025/26 season ran with 18 clubs and kicked off on 8 August 2025.

adidas and I.League (Indonesia)

On 15 July 2025, league operator I.League signed adidas Indonesia for three seasons to supply the Tiro Competition match ball and referee kits for both the Super League and the second-tier Championship, Akurat reported. I.League president director Ferry Paulus framed the deal as part of an ambition to compete across Asia, not just Southeast Asia.

Bank Jakarta and Persija (Indonesia)

Bank Jakarta and PT Persija Jaya Jakarta signed a sponsorship MoU on 17 July 2025, witnessed by Jakarta deputy governor Rano Karno. The Investortrust report notes the scope goes beyond shirt branding to payments at the Persija Store, the Persija Access digital platform and financial-literacy programmes with the club's supporters. It is a clear example of regional state-owned enterprises backing a city's flagship club.

Kelme and Persib Bandung (Indonesia)

Spanish brand Kelme became Persib's kit supplier for 2025/26, replacing local brand Sportama, according to Bola.com's 3 October 2025 round-up of the season's best shirts. Bola.com's round-up, headlined on local brands dominating, underlines how unusual a foreign sportswear label still is in the Indonesian top flight.

adidas and Persija (Indonesia)

Persija moved to adidas for 2026/27. Marketing-Interactive reported the multi-year agreement was unveiled on 22 June 2026 at the adidas brand centre in Grand Indonesia, Jakarta, reviving a relationship that ran from the late 1970s through the 1990s. Exact length was not disclosed.

BYD and Rêver: renaming the Thai League

The most sweeping football deal in the region came from Thailand. In July 2025, BYD (Thailand) and Rêver Automotive announced themselves as official main sponsors of the Thailand national team and the Thai League, Autolife Thailand reported. Each tier now carries a BYD model name: BYD SEALION 6 League One, BYD SEAL 5 League Two and BYD DOLPHIN League Three. Rêver deputy CEO Prathanporn Phornprapha said the group had been pursuing sports marketing since May 2025 to encourage Thais to exercise and to support athletes. The sponsorship was described as covering the current season, with no multi-year term or value disclosed.

LPBank in Vietnam

LPBank renewed as main sponsor of the LPBank V.League 1 2025/2026 at a signing in Hanoi on 8 August 2025, according to Nhan Dan. The season ran from 15 August 2025 to 20 June 2026 with 14 clubs and 182 matches; prize money was VND5 billion for the champion. A month later, on 9 September 2025, LPBank Securities signed as title sponsor of the National Cup 2025-26, with a VND2 billion winners' prize, per Viet Nam News. One financial group now names both of Vietnam's main domestic competitions.

PUMA and Harimau Malaya (Malaysia)

On 1 January 2025, the Football Association of Malaysia confirmed PUMA as official apparel and jersey partner of the national team, ending Nike's 18-year run from January 2007 to December 2024. ASEAN Football described it as a four-year partnership. Financial terms were not disclosed.

Motorsport: Pertamina's three-layer play at Mandalika

Pertamina and the Grand Prix of Indonesia

Indonesia's state energy company holds naming rights to both the event, the Pertamina Grand Prix of Indonesia, and the venue, the Pertamina Mandalika International Circuit. At a press conference in Mandalika on 10 October 2026, Pertamina VP corporate communication Muhammad Baron said renewal for next year was in process, Katadata reported. The same report noted Pertamina also sponsors the VR46 MotoGP team via Pertamina Lubricants, a contract that ends in 2026, and that Dorna Sports aims to keep MotoGP in Indonesia until at least 2031 under a 5+5 structure, subject to talks on the hosting fee.

The commercial case is strengthening. InJourney reported a record 157,875 spectators at the 9-11 October 2026 event, up 12.5% from 140,324 in 2025. For a title partner, rising attendance makes the asset easier to justify internally.

Badminton: tournament titles anchor the calendar

PETRONAS Malaysia Open 2026

The BWF World Tour season opened in January 2026 with the PETRONAS Malaysia Open, a Super 1000 event at Axiata Arena in Kuala Lumpur, as Badminton Asia reported on 8 January 2026. Holding the title of the season's first top-tier tournament gives PETRONAS global broadcast exposure at the very start of the calendar, before most rival sponsors have activated.

Daihatsu Indonesia Masters 2025

Daihatsu was main sponsor of the Daihatsu Indonesia Masters 2025, a Super 500 event at Istora Senayan, Jakarta, on 21-26 January 2025. According to Medcom, PBSI chairman Fadil Imran said Daihatsu has backed the tournament as main sponsor since 2018, and prize money rose to USD 475,000 from USD 420,000 in 2024. It is one of the longest continuous tournament sponsorships in Indonesian badminton.

Esports: Infinix goes regional with MLBB

Infinix and MOONTON's MLBB esports

Smartphone brand Infinix expanded its partnership with MOONTON Games' Mobile Legends: Bang Bang esports on 16 March 2026. According to Unbox PH, Infinix is presenting partner of MPL Indonesia Season 17, titling partner of MDL Indonesia Season 13, official sponsor of MSL Thailand Season 1, and official gaming phone for the opening matches of MPL Philippines and MSL Myanmar. Adrian Cher, MLBB Esports global head of partnerships, called it "the most comprehensive regional rollout we've done with a single hardware partner". The deal also includes an Infinix Campus Cup 2026 and campus master classes.

The structure is typical of esports: instead of a single naming right, the sponsor buys a different tier in each market, matched to local audience size and the brand's retail presence.

Philippines: sponsoring the broadcast, not the league

GAC Philippines with Cignal TV and TV5

On 9 August 2026, Daily Tribune reported that Chinese carmaker GAC entered a sports partnership with Cignal TV and TV5 covering the PBA Governors' Cup, the Premier Volleyball League On Tour and Invitational Conference, and UAAP Season 89 men's basketball. The "Go Above Competition" campaign includes branded segments, player features and placements in highlight packages, featuring the electric AION V and AION UT. GAC International senior vice president Steven Wang called it an "exciting step as we deepen our roots in the country". Financial terms were not disclosed.

Buying through the broadcaster lets a brand reach three leagues' audiences in one contract, without negotiating separately with each competition.

Five trends behind the 2025-2026 deals

Banks own the naming rights. BRI, LPBank and LPBank Securities hold title rights to three of the region's biggest domestic football competitions, while Bank Jakarta backs Persija. Banks value the mass reach and the chance to push digital payments to fans.
Chinese carmakers are the new big spenders. BYD in Thailand and GAC in the Philippines both used sport to build awareness for electric models, and both named specific vehicles in their campaigns.
Sportswear is reshuffling. PUMA took Malaysia from Nike, adidas returned to Persija and supplies Indonesia's league ball, and Kelme won Persib. Local Indonesian apparel brands still dress most top-flight clubs.
State-linked energy brands go long. Pertamina at Mandalika and PETRONAS in badminton show how national energy companies use sport for both domestic pride and global brand building.
Values stay private. None of the 14 deals published a total fee. Analysts and rival bidders have to rely on proxies such as prize money, attendance and broadcast reach.

What to watch for the rest of 2026

Pertamina's Mandalika renewal: whether the event and circuit naming rights are confirmed for 2027, and who takes the VR46 team position after Pertamina Lubricants' contract ends in 2026.
Thai League 2026/27: whether BYD's naming of all three tiers continues beyond the 2025/26 season, since no multi-year term was disclosed.
Vietnam 2026/27: whether LPBank renews V.League 1 title rights again after the 2025/26 season ended in June 2026.

FAQ

What are the biggest sports sponsorship deals in Southeast Asia in 2026?

The most visible deals include BRI's title sponsorship of Indonesia's BRI Super League, BYD's naming of all three Thai League tiers, LPBank's V.League 1 title rights in Vietnam, Pertamina's naming rights at MotoGP Mandalika, adidas's new multi-year kit deal with Persija Jakarta announced in June 2026, and Infinix's regional MLBB esports partnership announced in March 2026.

Who is the title sponsor of the Thai League?

BYD, together with its Thai distributor Rêver Automotive, became main sponsor of the Thai League and the Thailand national team in July 2025. Thai League 1 became BYD SEALION 6 League One, Thai League 2 became BYD SEAL 5 League Two, and Thai League 3 became BYD DOLPHIN League Three. The contract length and value were not disclosed.

Who sponsors the Malaysia national football team kit?

PUMA is the official apparel and jersey partner of Harimau Malaya, the Malaysia national team, effective 1 January 2025. The Football Association of Malaysia announced it as a four-year partnership. PUMA replaced Nike, which had supplied the national team kit for 18 years, from January 2007 to December 2024. Financial terms were not made public.

How much are Southeast Asian sports sponsorship deals worth?

Most are undisclosed. None of the 14 deals in this roundup published a total contract value. Organisers tend to share proxies instead, such as BRI citing over Rp10.5 trillion in economic turnover for Indonesia's league, LPBank's VND5 billion V.League champion prize, or the record 157,875 spectators at MotoGP Mandalika in October 2026.

Which brands sponsor esports in Southeast Asia in 2026?

Infinix is the most prominent, with a March 2026 expansion covering MLBB esports in Indonesia, the Philippines, Thailand and Myanmar, including presenting partner of MPL Indonesia Season 17 and title partner of MDL Indonesia Season 13. The deal also adds campus tournaments and master classes, giving the smartphone brand reach into student audiences across several markets.

Sources

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