Media Brand Strategy Sponsorship

Yanmar renews sponsorship of Southeast Asia's biggest football tournament


By Preethi Ravi | Journalist

December 12, 2022 | 2 min read

Yanmar, the Japanese diesel engine manufacturer, has renewed its sponsorship of the AFF Mitsubishi Electric Cup 2022 in a bid to bolster its brand awareness in the region.


Yanmar has renewed its sponsorship of the Electric Cup

It is the third consecutive year that Yanmar has sponsored the event, which is regarded as Southeast Asia’s biggest football tournament.

The deal, which was brokered by Sportfive, AFF’s commercial rights partner, will give Yanmar access to perimeter advertising boards, event backdrops, in-stadia TV commercials and other official tournament print collaterals.

Yanmar will also create social media activity, offline activations, and promotions around matches.

The sponsorship is part of the brand’s strategy to engage with audiences through exciting and enriching experiences in addition to the brand’s products and services.

Tsutomu Murayama, head of sports business office, Yanmar Holdings, said, “Yanmar aspires to be a driving force in nurturing prosperous lifestyles in Southeast Asia. In addition to supporting people’s lives with products, services and solutions in the agriculture and fishery industries, which play a key role in the economies of Southeast Asia, Yanmar will also deliver exciting and enriching experiences during the tournament and share the joy and excitement that football can create.”

Media Brand Strategy Sponsorship

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