Inside Sponsorship

Airlines have been major players in the sponsorship space for some time and their affinity with sports, fashion, and other major events makes sense considering some of their passengers travel to not only these events but also for business and other leisure activities. Further, a lot of airlines in the sponsorship space have a global footprint and are transporting passengers both in and out of their home countries. As such, their audience isn’t just locals who are attending events in-country, it is also those traveling from outside their home country to attend events. Finally, add to that how the travel industry has become so much more accessible to the world’s population, and utilizing sponsorship in their marketing, makes sense for a lot of airlines. One airline that has been very active in the sponsorship space is AirAsia, a Malaysian low-cost airline. It is the largest airline in the ASEAN, the Association of Southeast Asian Nations, by fleet size and destinations. AirAsia Group operates scheduled domes