The 2015 SEA Games will be held at the Singapore Sports Hub and other venues across the island.
Singapore, Thursday, October 3, 2013 – The 28th Southeast Asian (SEA) Games may be some two years away, but organizers are already in discussions with companies looking to sponsor the region’s largest multi-sport extravaganza which will take place during Singapore’s 50th anniversary year. While organizers have set their sights on attracting some $50 million in both cash and value-in-kind sponsorships, organizers highlighted that forging long term partnerships with businesses beyond the games is also a key priority.
The 28th SEA Games, to be held in Singapore from June 5 to 16, 2015, 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 the June 2015 school holidays. It is to be held across multiple venues in Singapore including Singapore’s new Singapore Sports Hub.
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 our preliminary discussions with potential sponsors across a wide range of industries from MNCs to SMEs. Having received feedback from a 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 and the opportunity for long term brand building topped the list of reasons why they see potential in sponsoring the games.”
Opportunities to sponsor specific sports or venues during the SEA Games are available to sponsors who wish to tailor their sponsorship for the long term.
Mr Chaly Mah, Chief Executive Officer of Deloitte Asia Pacific and a member of the SINGSOC Sponsorship and Marketing Advisory Sub-Committee said: “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.”
Mr Chan Chong Beng, President, Association of Small and Medium Enterprises, who is also a member of the Sponsorship and Marketing Advisory Sub-Committee, said: “Sport is a powerful branding platform that SMEs should tap on as part of their growth strategy. The 2015 SEA Games is the perfect opportunity for companies to come on board and use sport as a platform to jump start their branding efforts. Being a regional event, this is a valuable opportunity not to be missed to reach out to their regional consumers.”
These will also be the most digital games in Singapore’s history. Organizers will develop a robust content strategy which maximizes reach, where content once created, can be published and searchable everywhere – whether it is YouTube, Google, Facebook or other online media platforms. An Official 28th SEA Games documentary along with over fifty creative videos will be produced to feature athletes, coaches and sports. On top of this, 600 web content articles will be created to activate search engines and seed social media traffic.
Mobile applications will be built to provide Games related information on-the-go. The use of second screen technology is also being explored which will enhance visitors’ on-venue experience as well as facilitate engagement with the social community.
Another member of the SINGSOC Sponsorship and Marketing Advisory Sub-Committee, Mr John Vamvakitis, Head of Sport, Google Asia Pacific, said: “Digital provides a powerful and cost effective platform that will extend sponsors’ reach beyond traditional channels. With the SEA region boasting one of the fastest growing digital adopters, digital will play a crucial role in engaging consumers during the games. Digital will also enable participants to enjoy the games in more ways than one for example through the use of second screens, mobile applications as well as social media.”
The Games will be held in conjunction with Singapore’s 50th anniversary – a major milestone in the Republic’s history. The 28th SEA Games has been identified as one of the official major events that will be part of the 50th anniversary celebrations. Acting Minister for Culture, Community and Youth, Mr Lawrence Wong, who is also the SINGSOC Steering Committee Chairman, is co-chairing the Culture & Community Committee under the Singapore 50 (SG50) Steering Committee.
South-east Asian at a Glance
Singapore, Brunei, Cambodia, Indonesia, Laos, Myanmar, Malaysia, Philippines, Thailand, Timor-Leste, Vietnam
Total Population – 624.6 million
Internet Users – 163.6 million (26.19%)
Projected Unique Web Users (Based on scale of the Games) – Up to 27.3 million
Reaching out to estimated 7,000 athletes and officials from 11 countries
ADVISORY SUB-COMMITTEE: SPONSORSHIP & MARKETING
Chairman
Mr Richard Seow
Chairman, Singapore Sports Council
Members
Mr Chan Chong Beng
Chairman and Chief Executive Officer, Goodrich Global Pte Ltd President, Association of Small and Medium Enterprises
Mr Chaly Mah
Chairman, Deloitte Singapore Chief Executive Officer, Deloitte APAC and SE Asia
Mrs E-Len Fu
Company Director, Club21 Kids Pte Ltd
Ms Jennifer Chan
Director, Resilience Division, Ministry of Culture, Community and Youth
Mrs Jessie Phua
President, Singapore Bowling Federation Executive Board Member, Singapore National Olympic Council
Mr John Vamvakitis
Head of Sport, Google Asia Pacific
Ms Lim Sau Hoong
Chief Executive Officer and Executive Creative Director, 10AM Communications
Mr Piyush Gupta
Chief Executive Officer, DBS Group Holdings Ltd and DBS Bank Ltd
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