Sports Technology

The 28th Southeast Asian (SEA) Games may be some two years away, but the event's Singapore organisers are already deep into discussions with Singapore companies looking to sponsor the region's largest multi-sport event.

Taking place during Singapore's 50th anniversary year, the event organisers have set their sights on attracting some $50 million in both cash and value-in-kind sponsorships, organisers highlighted that forging long term partnerships with businesses beyond the games is also a key priority.

SEA Games Sponsorship and Marketing Advisory Sub-Committee Chairman Richard Seow explained "we are pleased by the interest we are seeing in our preliminary discussions with potential sponsors across a wide range of industries from MNCs to SMEs.

"Having gotten feedback from a good cross section of corporate leaders, many have shared their excitement for the SEA Games being hosted by Singapore again. Corporate branding and sponsorship for the SEA Games with a potential audience of 600 million presents compelling opportunities for local, regional and international corporations.

"The event's regional profile which will take place during Singapore's 50th anniversary celebrations and the opportunity for long term brand building topped the list of reasons why they see potential in sponsoring the games.

"Several corporates are also keen to see how we can customise sponsorship packages so that they can realise the benefits up to and after the SEA Games by using sport as a vehicle to enhance their brand image and activate their marketing or CSR programs."

Opportunities to sponsor specific sports or venues during the SEA Games and extending beyond that are available to sponsors who wish to tailor their sponsorship for the long term.

Chaly Mah, Chief Executive of Deloitte Asia Pacific and a member of the SINGSOC Sponsorship and Marketing Advisory Sub-Committee added "over the years, more companies are seeing sport as a multi dimensional vehicle that is able to connect them with their consumers at the personal and emotional level.

"For example, companies such as Singtel and DBS Bank have provided long term support for signature sports events like the Formula One and dragon boat race respectively that have become imprinted in people's minds over the years.

"The Return on Investment in sports sponsorship grows exponentially over time as these companies use sports to grow market share and enhance their brand equity.

"Companies looking at sponsoring the 2015 SEA Games should also consider continuing their involvement in sports beyond the games.

"They may want to see how they could spearhead an annual signature sports event that can become synonymous with their brand."

The 28th SEA Games is expected to be one of the biggest regional sports events in 2015.

Over 7,000 athletes and officials are expected at this event which will take place over 10 days during Singapore's June 2015 school holidays.

To be held across multiple venues in Singapore including Singapore's new Singapore Sports Hub, organisers are committed to deliver a differentiated and unforgettable experience for everyone, in partnership with other partners and stakeholders.

The SEA Games will also be the most digital games in Singapore's history with organisers having developed a robust content strategy that can maximise reach: where content, once created, can be published and searchable everywhere whether it is YouTube, Google, Facebook or other online media platforms.

To sustain the virality of the Games, an Official 28th SEA Games documentary along with over 50 creative videos will be produced to feature athletes, coaches, and the various sports. On top of this, a targeted 600 web content articles will be created to activate search engines and seed social media traffic. These articles will be written by content creators and story-tellers to provide ...

For more information go to www.ssc.gov.sg 

26th June 2013 - SINGAPORE SPORTS HUB ON TRACK FOR APRIL 2014 OPENING

10th October 2012 - WORLD’S LARGEST DOME ROOF AT SINGAPORE’S NATIONAL STADIUM OFF TO A GOOD START  

20th September 2012 - GEMBA: SINGAPORE SET TO BE ASIA’S SPORT HUB

14th September 2012 - NEW SINGAPORE NATIONAL STADIUM REVEALS PRIVATE SUITES 

22nd March 2012 - SINGAPORE’S FIRST OLYMPIC-SIZE ICE RINK TO OPEN IN APRIL 

21st November 2011 - SINGAPORE TO HOST 2015 SOUTHEAST ASIAN GAMES

28th September 2011 - SINGAPORE NATIONAL STADIUM TAKES SHAPE 

11th February 2011 - WORLD SPORT GROUP APPOINTS STAITI TO LEAD ASIAN EXPANSION