Cricket Leads Asia-Pacific Auto Sponsorship Spend
Cricket captured a record share of automotive sport sponsorship across Asia-Pacific in 2025 as dozens of brands exited the market.
Updated on Nov. 4, 2026 in Motorsports
Asia-Pacific automotive sport sponsorship spend reached $359.5 million in 2025, with cricket accounting for $122.9 million, or 34.2% of the total. Sixty-two brands with active partnerships in 2024 exited the market that year, while 69 brands made their first regional automotive sponsorship.
Why it matters
Cricket's steady growth since 2020 makes it one of the few sports in the region that has increased in value every year, driven by its reach across India and its emotional connection with fans through the Indian Premier League. The shifting roster of brands signals continued competition for sponsorship placements in the region.
Cricket's 64.7% value growth since 2020 and the 46.3% of deal value concentrated in 11 deals of $5 million or more show a market where a few large contracts carry much of the spending. The report does not specify how long the 62 exiting brands stayed in the market or whether their departures reflect pricing pressure.
The players
GlobalData
GlobalData is a London-based data and analytics company that publishes sponsorship sector research covering global sports markets.
Tata Motors
Tata Motors is an Indian automotive manufacturer and part of the Tata Group that committed heavily to regional sponsorship deals.
Indian Premier League
The Indian Premier League is a professional Twenty20 cricket league in India that commands premium sponsorship fees for national reach.
Board of Control for Cricket in India
The Board of Control for Cricket in India is the governing body for cricket in India and sets the terms for major cricket sponsorship deals.
SAIC Motor
SAIC Motor is a Chinese state-owned automotive group and parent company of the Roewe brand.
The details
The GlobalData sponsorship report found that Tata Motors committed $64.3 million across three high-value deals. Roewe departed with an $8 million exit, offset by the entry of its parent company, SAIC Motor, while Japan and China supplied 36 and 10 first-time automotive sponsors respectively.
Timeline
2020: Baseline year for cricket growth and brand count comparisons
2024: 62 brands held active partnerships before exiting in 2025
2025: Record $359.5 million automotive sponsorship spend recorded
2026: GlobalData sponsorship sector report published
Season Trajectory
Cricket is one of the only sports in Asia-Pacific whose automotive sponsorship value has risen every year since 2020, extending the multi-year growth recorded in GlobalData's tracking of the region. Its 64.7% increase over that period contrasts with the churn among the 274 active automotive brands, which rose from 117 in 2020.
For fans following cricket, the sponsorship shifts mean the logos on team jerseys and broadcast graphics may change as brands enter and exit deals. Fantasy and betting audiences tracking team sponsorships should note that the largest deals now account for nearly half of total spend.
The takeaway
The steady expansion of cricket sponsorship alongside heavy brand turnover suggests that automotive companies in Asia-Pacific are concentrating spending on a few high-reach properties while experimenting with new entrants. Readers tracking the market can watch whether the 69 first-time sponsors remain past their initial deals.
Further reading
For more on how automotive brands compete across racing series, see Motorsports.
Source note: This article includes information reported by Sportzpower.
