APG Sponsorship more than just branding
30 November, 2015
Sponsorship for the ASEAN Para Games (APG) has been hugely successful with the original $5 million target surpassed as many companies realise the multi-fold benefits of backing the Dec 3 to 9 event.
Deputy Director of Corporate Sponsorship for Sport Singapore, Galastein Tan, said sponsorship for the biennial competition will no doubt give companies greater exposure regionally.
“If you look at the websites, buses, street lamps, radio or out-of-home advertising, you will see their brands and that allows brand recall,” he said.
“During the Games itself, for example OSIM, when you see the products and hear the products, and you hear the athletes talking about it, it's a strong reinforcement of their branding, and also a platform for them to showcase their products.”
For many of these companies sponsoring the APG, however, they have taken their investment one step further beyond monetary sponsorship.
(From L-R) Team Singapore netball captain Micky Lin with former national netballer Suhailah Kariman and Deloitte SEA Clients and Markets Deputy Leader James Walton. Photo: SAPGOC
One of the big four accounting firms and APG's Official Professional Services Partner, Deloitte, is assisting the Singapore ASEAN Para Games Organising Committee (SAPGOC) through a secondee programme, offering their services in risk management, publicity and marketing.
Team Singapore netball captain Micky Lin is one such person who has been seconded from Deloitte to be part of SAPGOC and is intricately involved in organisation of the APG. Deloitte is also volunteering their staff members as Liaison Officers for the regional National Paralympic Councils.
Team Singapore netball captain Micky Lin. Photo: Sport Singapore
By going the extra mile, sponsors stand to gain not just in terms of brand recognition, but also in many ways that cannot be quantified.
“It's not just about the return on investment, but also about the return on objectives, so be it in the engagement of stakeholders but also for the sake of the staff morale,” Tan said.
“For example, Deloitte was able to deploy their staff as volunteers, so these staff get to experience what is it like to be part of the organising committee for the Games itself.”
“And it's going very strong. Some of these sponsors who have already started working closely like Deloitte, you can really feel that their staff who are involved, their hearts have been touched by a lot of these initiatives and work done.”