CUB Secures $8 Million Sponsorship Deal with AFL in 2025
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 1h ago
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Source: Globenewswire
- Sponsorship Market Overview: In 2025, the alcoholic beverages sponsorship market in the APAC region sees Australian Football commanding the largest share of annual sponsorship revenue, while soccer, despite having the highest number of agreements, contributes only $12.89 million, highlighting market concentration disparities.
- Team Agreements Dominate: Team agreements lead the sponsorship portfolio with 139 deals representing 33% of annual sponsorship value, while federations, despite only 34 deals, account for 40% of annual sponsorship volume, reflecting the strong appeal of team brands.
- CUB's Market Leadership: CUB emerges as the largest spender in 2025 with an estimated annual expenditure of $8 million, and its partnership with the AFL becomes the largest single deal in the region, marking a significant position in the Australian sports market.
- Heineken's Strategic Partnership: Heineken's collaboration with the F1 Chinese Grand Prix stands as the second-largest deal, and although its annual spend is only a third of CUB's, this high-visibility sponsorship allows Heineken to effectively enhance brand recognition and strengthen its competitive position in the market.
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About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
