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Sports sponsorship in Singapore pays off

15 July, 2015   Sport Singapore


At the SEA Games Appreciation Dinner on Tuesday, Minister of Culture, Community and Youth, Lawrence Wong, called on companies to continue their investment in sport after last month’s regional competition saw unprecedented levels of participation.

Sports sponsorship in Singapore pays off

Minister Lawrence Wong addressing the audience during the event. Photo: Sport Singapore


Minister Wong presented sponsors and partner agencies with certificates and plaques in recognition of their efforts in the making the Games a success and said sports sponsorship can be a profitable venture in Singapore.

“I would assure you that based on the experience of the SEA Games, you can see how your investment in sports can pay off because you saw the kind of participation levels we had,” he said.

“During the SEA Games carnival alone, we had a record turnout of 850,000 people from all walks of life.

“And when we partnered with DBS for the DBS Marina Regatta, we really saw an incredible turnout at Marina Bay. Many people came not just to watch the action of the boat races but also to participate in the carnival at the Marina Bay area.”

However, it was not just the competition venues which experienced high attendance rates as digital platforms received tremendous participation from the public as well.

The SEA Games 2015 Facebook page attracted around half a million likes while the live streams and videos on YouTube chalked up more than 60 million views.

“That’s more than twice the number for the 2014 Asian Games in Incheon,” the head of the SEA Games Steering Committee said. 

Sports sponsorship in Singapore pays off

Members of the Wushu team perform during the dinner. Photo: Sport Singapore



“The Asian Games in Incheon had many countries and should have many more views on YouTube. But we in Singapore, for the SEA Games, had just 11 countries. Much smaller in scale and we had twice the number of YouTube views.”

A total of 101 sponsors, many of whom were small and medium-sized enterprises, invested a combined total of more than $90 million. 

Sports sponsorship in Singapore pays off

Local singer Daphne Khoo entertaining the crowd during the dinner. Photo: Sport Singapore



“I think this bodes well for the involvement of companies in Singapore sports scene and we hope many more of you will continue this partnership with us, so that it’s not just a once off event because of the sea games, but you will continue your participation in sports and your support for Singapore sports.”