Research
Asia’s investment in US Sports makes it an ‘Emerging Giant’: Repucom
MUMBAI: Over the past three years, investment from Asia into US sports franchises has been growing consistently. This comes in wake of a report released by sports management company Repucom titled ‘Emerging Giants’, which states that in the past two years, close to $1.1 billion has been invested by Asian businessmen in US Sports franchises.
All of the US big leagues now have at least one team fully or partially owned by an Asian-born investor. Asian ownership first came to American sport when Japanese company Nintendo bought the Major League Baseball (MLB) Seattle Mariners back in 1992. Ever since the team imported Ichiro Suzuki, who emerged as one of the great players in MLB history, there has been a steady stream of Japanese talent into the US league, drawing the world’s two biggest baseball markets closer to one another. Nintendo remains one of the few corporate owners of US teams.
According to the report, one of the most well-known Asian investors in US sport is Chinese-born software mogul Charles Wang of Computer Associates became the majority owner of the New York Islanders of the National Hockey League (NHL) in 2004. After failing in his efforts to get a new arena approved for the team in its original suburban New York location, he has decided to move the Islanders to Brooklyn’s Barclays Center for the 2015-16 season as the new arena’s anchor ice hockey tenant. India’s Vivek Ranadive’s investment in National Basketball Association (NBA)’s Sacramento Kings’s is pegged at $ 348 million.
Major investment in US sports sponsorship has been dominated by three big exporters from the region i.e South Korea, Japan and China and the key industry sectors are automotive, consumer electronics and sports apparel.
Recent deals such as India’s Tata Consultancy Services’ decision to sponsor the New York Marathon has been pegged at $ 3.8 million. South Korean automotive brand Kia and their deal with LeBron James has been reported to be around $ five million and Kumho Tires’ deal with the NBA has been pegged at $ 2.6 million.
South Korean investment has come mainly in the shape of Hyundai, Samsung and Kia. Hyundai invested $8 million into the naming rights of the Hyundai Tournament of Champions on the PGA Tour in 2011 and Samsung’s $33.3 million per year deal with the NBA in 2013 has made the electronics company the league’s supplier of mobile device and televisions. As part of the agreement, referees of games in the NBA as well as the WNBA and NBA Development League will use Samsung tablets alongside the basketball court to review plays. Kia chose another route into US sports by targeting one of the most iconic venues in the country. Their $ seven million sponsorship deal with Madison Square Garden (MSG) in New York gives the company prominent signage in this famous arena, a custom-built display space at the entrance for its cars, tie-ins with the MSG owned New York Knicks (NBA) and Rangers (NHL) and an expanded presence on the MSG regional sports networks. Japan’s Sony Electronics sponsorship and technology agreement with the Barclays Centre in Brooklyn, home of the Nets NBA franchise, is another example of big name property rights purchasing. As part of the deal, 600 Sony professional and consumer HD screens are positioned throughout the arena.
Besides economic growth, the report mentions the various reasons for the driving trend for investment in sport which are as follows:
1) Health-The rise in interest and participation in sport is a reflection of efforts to promote health, and companies in the Middle East and Asia are using sponsorships of global sports as a means to engage local consumers with a healthy and active lifestyle message.
2) Entertainment- With the growth of television and internet, the appetite for entertainment has surged across the Middle East and Asia. Given the lack of local sports attractions and the time required to build new clubs and franchises, investment in global sports properties is a short-cut to delivering programming that engages audiences.
3) Growing young population- Brands from the Middle East and Asia are using sponsorships of key global sports to target and engage this youth population.
4) National Unity- Governments from the Middle East and Asia see investment in sport as a key means by which to promote national unity in what are often markets which have very fragmented sociocultural sub-pockets, domestically speaking.
5) Social mobility- Encouraging people from all levels of society to follow and engage with sport, offers them a level playing field for social interaction.
MUMBAI: Food and travel are officially the ultimate power couple.
As National Tourism Day approaches, the Godrej Food Trends Report 2024 has spotlighted culinary tourism as the driving force behind a revolution in Indian travel. No longer a side dish to the main event, food has claimed centre stage, transforming vacations into unforgettable, flavour-filled journeys.
In 2024, Indians travelled more frequently and for longer durations, with vacation spending surging nearly 25 per cent. A significant chunk of this increase was fuelled by travellers seeking unique and immersive culinary experiences that connected them to local cultures. Whether exploring bustling spice markets or learning time-honoured recipes from community experts, food became the heartbeat of modern Indian vacations.
The Godrej Food Trends Report 2024, curated by Godrej Vikhroli Cucina with insights from over 190 food experts, revealed the top culinary trends shaping Indian travel:
1. Street food and market tours
With 94.1 per cent of experts highlighting their popularity, vibrant food streets and spice markets emerged as must-visit attractions. From the zesty flavours of pani puri to the aromatic whiffs of garam masala, travellers immersed themselves in the diverse culinary fabric of India.
2. Culinary site tours
Nearly 92.3 per cent of experts predicted continued interest in these immersive experiences, where travellers visited tea estates, artisanal cheese hubs, and other production sites. These tours offered behind-the-scenes glimpses into the craft of food making, adding an educational edge to the journey.
3. Home dining experiences and local expertise
Around 87.5 per cent of experts noted a surge in travellers booking home dining experiences. These intimate interactions with local experts allowed visitors to learn traditional cooking techniques, taste signature regional products, and gain a deeper appreciation for India’s culinary heritage.
“Food is no longer just a part of the travel experience, but its very essence,” said A Perfect Bite Consulting MD & the annual report editor Rushina Munshaw Ghildiyal. “Today’s travellers are not just seeking destinations but connections—immersive, authentic experiences that allow them to explore the heart of a place through its culinary heritage. Whether it’s walking through vibrant spice markets, learning traditional recipes from local experts, or savouring unique regional flavours, food has become the bridge that links people to cultures and stories,” she elaborated.
This surge in culinary tourism isn’t just reshaping Indian vacations; it’s creating opportunities for local communities and small brands to showcase their culinary culture. From bustling street vendors to small-scale producers, the movement is helping amplify India’s rich food heritage on a global stage.
As the country celebrates National Tourism Day, travellers are invited to embrace the fusion of food and travel—a blend that promises to redefine how people experience culture and destinations in the years to come.
The Godrej Food Trends Report 2024 is available for download at www.vikhrolicucina.com.
