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Organisers target $50 million in sponsorship for 28th SEA Games

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Organisers target $50 million in sponsorship for 28th SEA Games

04 October, 2013   John Yeong


The 28th SEA Games in 2015 will be the first time Singapore has played host to the regional multi-sport event since 1993 (image by Nicky Loh/SSC).


Singapore, 4 October 2013 – Singapore’s Organising Committee for the 28th Southeast Asian (SEA) Games have set their sights on attracting some $50 million in cash and value-in-kind sponsorships, with a look towards building partnerships with corporates beyond the games as a priority.

Speaking at a media event at the Experience Centre of the Singapore Indoor Stadium yesterday, Mr Richard Seow, Chairman of the 28th SEA Games Sponsorship and Marketing Advisory Sub-Committee, said: “We are pleased by the interest we are seeing in preliminary discussions with potential sponsors across industries from MNCs to SMEs.”

The 28th SEA Games which will take place in the month of June in 2015 coincides with Singapore’s 50th anniversary, and will be the first time the region’s largest multi-sport extravaganza is held in Singapore for over 20 years. The last time the event was hosted by Singapore was in 1993.

“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 businesses see potential in sponsoring the games. Some are also keen to see how we can customise sponsorship packages so that they can realise the benefits up to and after the Games by using sport as a vehicle to enhance their brand image and activate marketing or CSR Programmes.”


Mr Richard Seow, Chairman of SINGSOC's Marketing Advisory Sub-Committee, emphasised that benefits for sponsors can be realised even after the 2015 SEA Games has concluded, with opportunities to forge long term partnerships using sport as a platform to jump start branding efforts (photo by John Yeong/SSC).

Tailored Sponsorship Opportunities

The committee stressed that there are opportunities to sponsor specific sports or venues during the SEA Games and are also available to sponsors who wish to tailor their sponsorship with a longer term view. 

This will also be the most digital games in Singapore’s history. The organisers shared that a robust content strategy is being developed to help maximise reach on the digital front and content will be published and accessible almost everywhere – be it YouTube, Google, Facebook or other online media platforms.

“Digital provides a powerful and cost effective platform that will extend sponsors’ reach beyond traditional channels. How far we can go using digital is limited only by our imagination. With the SEA region boasting one of the fastest growing digital adopters, digital will play a crucial role in engaging consumers during the games,” said Mr John Vamvakitis, Head of Sport, Google Asia Pacific and a member of the SINGSOC Sponsorship and Marketing Advisory Sub-Committee.

The 28th SEA Games is widely expected to be one of the biggest regional sports events in 2015. Over 7,000 athletes and officials are expected at the event which will take place over 10 days during the June school holidays. The event will be held across multiple venues in Singapore and will also witness the new Singapore Sports Hub playing host to its first regional Games.