The SEA Games 2023 in Cambodia presented a golden opportunity for brands to harness the power of this prestigious sporting event and effectively promote their products. With an anticipated influx of athletes, fans, and media coverage from Southeast Asia, the SEA Games was a fascinating platform to enhance brand visibility and reach a wide audience.
Brands can employ several strategic approaches to capitalize on the SEA Games 2023, leveraging its vibrant atmosphere, passionate fan base, and media attention to propel their products to the forefront and establish a strong presence in the regional market.
Sponsorship and Partnerships
Brands could become official sponsors or partners of the SEA Games 2023, gaining visibility and exposure through branding opportunities. This can include displaying their logos during events, on merchandise, or through various marketing materials.
TikTok had proudly taken on the role of the premium sponsor for the highly anticipated 32nd SEA Games in 2023. TikTok curated a series of exhilarating activities for its users to celebrate the region’s most significant sporting event. This included the introduction of a captivating SEA Games exclusive feature, allowing fans to interact and engage with their beloved athletes on the platform. By actively participating in the 2023 SEA Games, TikTok aimed to inspire sports enthusiasts to immerse themselves in the excitement and spirit of the competition.
Additionally, TikTok initiated the trending hashtag #SEAGames2023 which garnered over 22 billion views, facilitating widespread social media engagement and fostering meaningful interactions amongst millions of passionate SEA Games fans.
Ajinomoto signed an agreement to serve as an official sponsor of the 32nd Southeast Asian Games. In fact, since the 29th SEA Games held in Kuala Lumpur in 2017, Ajinomoto has concluded a sponsorship agreement for four consecutive SEA Games. Since 2018 Ajinomoto Group subsidiaries in the ASEAN region have been conducting the ASEAN Victory Project with sports associations, athletes, and sports schools in their respective countries. The project aims to support the conditioning of top-level athletes in Southeast Asia.
Athlete Endorsements
Brands could collaborate with athletes participating in the SEA Games to endorse their products. This could involve featuring athletes in advertisements, social media campaigns, or other promotional activities to enhance brand association with sports excellence.
Fajar Faturahman and Ilham Rio Fahmi, esteemed members of the Indonesian football team participating in the SEA Games, had proudly secured shoe endorsements from Specs Indonesia.
Notably, both players have also taken on the role of brand ambassadors for Specs Indonesia. Such endorsements not only serve to elevate the brand’s image and reputation but also act as a powerful vehicle to highlight the exceptional quality and appeal of their footwear.
Product Tie-ins and Special Editions
Besides sponsorship, brands could create special editions or limited-time products associated with the SEA Games. This could include co-branded merchandise, collectibles, or themed versions of existing products, offering fans and consumers unique offerings during the event.
Indonesian apparel companies, such as Jakarta Warriors and DNRL Apparel, had unveiled special edition Indonesian jersey designs adorned with the captivating SEA Games 2023 theme. These exclusive jerseys served the dual purpose of commemorating and invigorating the event while also captivating the hearts of fans and supporters.
An additional noteworthy example was the newly introduced ABA Bank debit and credit card designs in Cambodia, thoughtfully crafted with the captivating theme and logo of the SEA Games 2023. This unique design not only served as a promotion for the prestigious event but also effectively enhanced the visibility and recognition of the brand itself.
Digital and Social Media Campaigns
Brands could run targeted digital and social media campaigns focused on the SEA Games. This could involve creating engaging content, contests, or interactive experiences that align with the sporting event and attract audience participation.
In a spirited effort to enhance the excitement surrounding the SEA Games 2023 and extend support to the Indonesian contingent, Milo, one of the official sponsors, launched an engaging digital campaign on Instagram. Participants were asked to show their support by sending a picture decorated with Milo special edition stickers for SEA Games 2023. 5 lucky winners would win e-wallet vouchers.
The U-22 Indonesian National Football Team had triumphantly brought the gold medal for Indonesia. The resounding victory with a remarkable score of 5-2 in the final match against Thailand had etched a new chapter in the annals of Indonesian football history. In celebration of this monumental win, Dewatiket was delighted to extend a special promo to all music enthusiasts. A generous discount of 22k (IDR 22,000) on the purchase of concert tickets across all categories was available at Dewatiket.id.
To add excitement to the SEA Games 2023, MNC Vision, an Indonesian subscription-based direct broadcast satellite or direct-to-home satellite television service provider, organized an engaging quiz on Instagram. The challenge involved unscrambling jumbled letters to form the official slogan of the SEA Games 2023. As an incentive, 5 lucky winners would be rewarded with shopping vouchers amounting to a total of IDR 500,000.
Experiential Marketing
Brands could create interactive experiences or activations at the SEA Games venues or surrounding areas. This could include brand booths, installations, or interactive games that allow visitors to engage with the brand and its products memorably.
The presence of brand booths offering products associated with the SEA Games 2023 would undoubtedly draw consumers’ attention, effectively creating an atmosphere of excitement. Not only would this contribute to the liveliness of the event, but it also presented a valuable opportunity for brands to promote themselves and increase their visibility.
The SEA Games 2023 offered a perfect opportunity for brands to showcase their products and connect with a diverse audience of sports enthusiasts.
By leveraging the event’s excitement, energy, and widespread attention, brands could elevate their visibility and strengthen their market presence in Southeast Asia. The possibilities for brand promotion during the SEA Games were vast, from strategic sponsorships and engaging activations to leveraging social media and creating memorable experiences.
Brands should seize this unique occasion to promote their products and contribute to the region’s vibrant celebration of sport and unity.
About the author
Rendy Ezra is an Insights Analyst at Radarr. He is a seasoned analyst backed by years of experience in data analysis. Working at Radarr, he can utilize his expertise to uncover essential insights from social media.
