Sport Singapore (SportSG) today announced their
support for event organisers and event management companies to reboot, reimagine
and reposition their offerings, combining virtual and physical activations to enrich the
overall experience for participants.
Under the ‘Blended’ initiative, the national sport agency will provide grants to
local industry players to engage participants in “phygital” event formats which combine
both physical and virtual activations. The initiative will also expand companies’ reach
beyond our borders to engage regional or global audiences by going phygital.
Photo: District Race Singapore
Singaporeans may expect more of such events following MCCY’s
announcement of the S$50M Sports Resilience Package (SRP) on 15 October. With
a total of S$5M to drive phygital or hybrid event innovations and service offerings,
‘Blended’ will now include private academies and clubs, in addition to event organisers
(EOs) and event management companies (EMCs). The SRP aims to support over 100
projects, involving around 450,000 participants over the next six months.
From October 2020 to March 2021, sport and fitness enthusiasts can look
forward to ‘blended’ events from a wide range of categories, including competitive
sports, physical activities as well as recreational fitness activities.
Officiating the launch of ‘Blended’, Mr Alvin Tan, Minister of State, Ministry of
Culture, Community and Youth, and Ministry of Trade and Industry, said: “With
‘Blended’, we are redefining our approach to sporting events by encouraging
organisers to combine physical and digital elements in sport. This gives sports
businesses the impetus to use technology to transform their offerings into “phygital”
events that deliver a more interactive experience for participants.”
Defined as using technology to bridge the physical and communal world with
the online and virtual space, the concept of phygital or hybrid events shifts towards a
more immersive and engaging consumer experience for participants. While digital
transformation and innovation for many businesses may seem tactical and piecemeal
at first, this lays the foundation for the industry to adopt new ways of virtual delivery
and monetise via alternative channels for the future.
Dr Chiang Hock Woon, SportSG’s Deputy Chief Executive, believes that the
support is a much-needed boost for the sporting industry. “We want to see greater
digitalisation in the industry and hope that ‘Blended’ will contribute in setting the pace
for the transformation of the sporting industry and encourage the development of
innovative and fun ways for the community to play Sport and stay active. It is really
exciting to see how adopting a hybrid model allows us to tap on both the physical and
virtual aspects to amplify the reach and scale of events, deepening and creating new
and meaningful experiences for all.”
Managing Director of homegrown business Orange Room Pte Ltd, Elvin Ting,
agreed on the importance of digital transformation in the sports industry. “Many local
companies are still embedded in traditional brick-and-mortar business models, and
understandably so, as mass participation sports has fundamentally revolved around
one-off fan experience at events. However, digital technology offers the potential for
more touchpoints to engage fans on a deeper level and learn what truly creates an
experience they seek. Personally, I feel that ‘Blended’ will make both physical and
online experiences more meaningful for fans and provided deeper insights to bring
accurate and direct value to commercial partners in the new normal.”
The following includes some examples of Blended offerings. For the full listing,
please visit https://go.gov.sg/sportsg-blended.
Fort Canning Run (#conquerthefort) will offer a new and challenging running
experience to push one’s limit, taking participants on a scenic journey, steeped
in history, around Fort Canning. For both serious runners and running loyalists,
the top 100 runners will receive #CONQUERTHEFORT finalist t-shirts. Virtual
training runs and route guides will also be made available for participants.
Fringe activations include treasure hunts and virtual guides to places of interest
within Fort Canning.
- Zoomba – Singapore’s Longest Zumba Relay by local events company The
Show Producers will engage some 7,000 participants with the aim to set a
national record for the longest Zumba relay. The event includes virtual
activations via live streaming sessions on Zoom, as well as a seven-hour
Zumba event spanning 14 sessions in a relay format, led by instructors
alongside local celebrities and participants.
- District Singapore Race will engage 7,000 participants through the District
app to clock distances at 1000+ checkpoints located across Singapore to
qualify for the finale event. The top 50-100 participants on the leader board will
be invited to the finale event for a final race-off called the ‘SG United District
More information on SRP support measures, application details and registration
of interest will be made available on the SportSG website by 2 November.