The turn of 2012 was a pivotal moment for Indonesian football. With regional governments barred from supporting football clubs financially, teams were pushed to look elsewhere for sustenance.
Clubs struggling to pay salaries have since made regular headlines, jeopardizing the players and the football industry as a whole. Amidst this scenario, Persib Bandung stood out, majorly due to its incredible fanbase: the Bobotoh.
This vast and passionate group, running into tens of millions, has continuously drawn brands towards the club, making Persib an attractive proposition for partnerships.
As the 2023/24 season unfolds, it’s fascinating to observe not just the on-pitch performances but also the strategic alignments and partnerships that drive the business side of football. With 11 weeks into the league, we thought it apt to shed light on the brands that have allied with Persib Bandung, a club known for its massive following and commercial appeal.
Let’s delve into the brand partners that have chosen to associate with Persib for the 2023/24 season:
Indofood
Founded: 1990
About: A Total Food Solutions company, Indofood is involved in all stages of food manufacturing. It has developed a multi-year partnership with Persib and some other Indonesian clubs.
In 2022, the company boasted a revenue of $7.40 B, showcasing a year-on-year growth from 2021’s $6.86 B. With its extensive reach in Indonesia, partnering with Persib presents an avenue to resonate further with the masses.
Many of Indofood’s popular products, such as Indomie, are well-loved overseas. This global appreciation could serve as a blueprint for Persib’s ambition to be a globally recognized football power.
Aladin Bank
Founded: 1994
About: Originally known as Bank Net Syariah before rebranding, Aladin Bank is a digital-based sharia bank. It provides access to banking services to a wide spectrum of society, a trait which aligns with the diverse and widespread Bobotoh.
Kopi ABC
Market Position: Top 3 sachet coffee in Indonesia.
About: A survey by CISDI in 2022 highlighted the deep-rooted preference for Kopi ABC among Indonesians. Their association with Persib since 2012 signifies a shared history and mutual growth trajectory.
Intersport.id
About: A comprehensive platform for news, Intersport.id showcases national and international updates, driven by the hashtag #PriaPunyaSelera.
Their association with Persib amplifies their local resonance, tapping into the vast Bobotoh fanbase.
Panther
Producer: Kino
About: An award-winning energy drink from the renowned consumer goods company, Kino, Panther provides the vigour that matches the on-field energy of Persib.
In an intriguing parallel, Persib’s emblem is a tiger, aligning both the drink and the team within the realm of big cats.
Vidio
Founded: 2014
About: Owned by PT Surya Citra Media (SCM), a subsidiary of the PT Elang Mahkota Teknologi (Emtek) group, Vidio stands as a major OTT platform in Indonesia. according to Deal Street Asia, it has 60 million active users.
Vidio sees a harmonious partnership in broadcasting Persib’s matches, reaching an audience that’s both wide and passionate. Vidio also holds broadcasting rights for some global sports media properties like English Premier League and NBA.
Socios.com
About: A blockchain-based fan engagement platform, Socios.com redefines the fan-club dynamic. With token holders influencing club decisions, including Persib’s galaxy-themed third kit, the partnership with Persib further solidifies its standing in Indonesia, a country with a rich footballing culture.
Other global clubs partnering with Socios include Manchester City, Barcelona, AC Milan, and Arsenal.
iDexpress
About: Emerging as one of Indonesia’s fastest-growing delivery services, iDexpress operates 24/7, covering 98 cities nationwide. Much like Persib’s far-reaching influence, iDexpress ensures connectivity across the nation.
In the ever-evolving landscape of Indonesian football, Persib Bandung’s ability to draw prestigious brands isn’t just an indication of the club’s prowess but also a testament to the magnetic pull of the Bobotoh. The vast fanbase, undeniably, makes Persib a compelling platform for brands to amplify their reach and resonance.
In the dynamic realm of football and business, the right partnerships can redefine brand narratives. As Persib Bandung continues its journey, one wonders which other visionary brands will join this evolving saga
Persib World 