Event organisers, the Singapore Sports Council (SSC) and SAAA (SAAA) today
announced that they have reached an agreement with adidas to be the co-sponsor
for the Standard Chartered Singapore Marathon 2005. The three year deal, the
biggest financial commitment by adidas to a local sporting event, firmly
demonstrates adidas’ long-term commitment to the development of running as
a key sport in Singapore.
Said Oon Jin Teik, Chief Executive Officer, SSC, and Co-Chairman of the
Standard Chartered Singapore Marathon Organising Team, "Adidas' partnership
in the Standard Chartered Singapore Marathon 2005 elevates the global
stature of this event, attracting more world-class athletes and broadens
media coverage. This in turn raises the competitive standards of the event,
thus offering entertainment value for the spectators."
He added, "Over time, we are positive that the Standard Chartered Singapore
Marathon will be one of the top 3 marathon events in the Asia-Pacific
region. This development is in line with the Singapore Sports Council's
objective of growing the local sports industry through the creation of a
vibrant sports calendar filled with exhilarating sports events and
experiences."
As part of the deal, the sports giant will be flying in at least five
international adidas-sponsored world-class runners, both male and female.
This will be in addition to the expected (number) international elite
runners, many of whom will be running the Singapore Marathon as the second
leg of the Greatest Race On Earth, a four-city virtual marathon relay.
To support local runners, the first male and female Singaporeans to cross
the line on 4 December will be guaranteed a place in the London Marathon,
as part of an all expenses paid trip. These two local winners will also
enjoy a one-year adidas sponsorship worth $3,000 including two pairs of mi
adidas customized shoes.
"The Standard Chartered Singapore Marathon is one of Singapore's and the
region's most anticipated sports event and we are delighted to be playing
such a major role," said G Kannan, Managing Director adidas Singapore,
"Adidas has always been at the forefront of running initiatives, developing
innovative apparel, footwear and accessories to enhance athletes'
performance. An example is the recent launch of mi adidas in Singapore, an
innovative service which allows everyday athletes to create their own
unique footwear to their exact personal specifications in terms of
function, fit and design specifications."
Adidas' co-sponsorship of the Standard Chartered Singapore Marathon 2005
also offers all participants the possibility to access the footscanTM
service which enables runners to analyze their feet and running style to
choose the best footwear to facilitate a performance enhancing training.
adidas will be offering its foot scan at selected Standard Chartered
Singapore Marathon roadshows, all running clinics and the adidas store at
Suntec City.
In addition, as part of the co-sponsorship deal, adidas will also offer a
one-time 20% discount on all adidas running products for the estimated
18,000 participants who successfully register for the Standard Chartered
Singapore Marathon 2005. This can be redeemed at any time between now and
4 December. All participants who successfully complete the full 42km will
also receive an official finishers T-Shirt from adidas. adidas will also be
providing kits for the official organising committee, key officials and
volunteers. Additionally, adidas is also committing a significant amount
of product sponsorship over the course of the next three years to the SAAA
and its Centre of Excellence, a move which further demonstrates adidas'
commitment to the development of sporting excellence in Singapore.
"Adidas' sponsorship is a significant one for the local athletics scene and
SAAA is happy that an international sports brand like adidas has made the
commitment to Singapore biggest marathon event," said Tang Weng Fei,
President, SAAA. He added, "Adidas' support to SAAA over the next three
years will also benefit our local athletes and hopefully, spur them on to
achieve excellent results at future athletics events."
"A marathon is a challenge for any athlete, whether amateur or professional
and we applaud this level of sporting commitment – 'Impossible Is
Nothing'," added G. Kannan.
Showing posts with label commercialisation. Show all posts
Showing posts with label commercialisation. Show all posts
Biggest Commitment By Adidas Singapore To A Local Sporting Event: Sponsorship Deal
Sports Sponsorship Is Good For Business
SPORTING prowess has never been as high a priority in Singapore as academic success or financial achievement. Nevertheless, the republic does host a few world-class sporting events, and has aspirations to be on the global sporting map. Golf has been the most visible venture, with the US$1 million prize-purse Singapore Masters and the US$4 million Singapore Open being held at the beginning and end of each year. There are also several other smaller niche events like the Rugby-7s and cricket tournaments held here. But not much more.
The next big thing to descend on Singapore will be motorsport's Formula One, starting next year. Enthusiastic though the government and public may be about attracting world-class sports events and making Singapore a sports and tourism hub, this eagerness has not quite caught on with Singapore corporations.
This lack of enthusiasm was starkly illustrated in the lead-up to the Singapore Masters Golf gathering earlier this year. After sponsoring the event for five years, multinational oil company Caltex decided not to extend its lead sponsorship contract after 2005. Massage-chair maker OSIM took over for 2006, then dropped out. That left the organisers scrambling for a new sponsor for 2007. After several months, at the 11th hour, newly established international Swiss private banking group Clariden Leu signed up as lead sponsor of the event. But the Swiss bank has yet to commit itself to backing the event - which is co-sanctioned by both the PGA European Tour and the Asian Tour - next year and beyond.
Meanwhile, Asia's richest national golf Open Tournament grew richer this year, thanks to the backing of one of the world's most prominent financial groups, Barclays. The Barclays Singapore Open will boast a prize of US$4 million this year, which will grow to US$5 million next year as it targets big names like Tiger Woods, Phil Mickelson and Ernie Els. In fact, if not for Barclays, the Singapore Open - Asia's oldest open - would have remained in hibernation. And if not for Clariden Leu, there would have been no 2007 Singapore Masters. Other multinational companies have also backed sports here. Conspicuous by their absence are Singapore's homegrown multinationals. Could it be that local corporates do not see value in backing sporting events because they can't see a direct link to top-line revenue or profit growth? Or is it because they don't know how to leverage on sponsorship?
Either way, it's a shame, because sports sponsorship often makes good business sense. Sponsorship goes beyond brand awareness and corporate image. It also stamps a company's credentials as a good corporate citizen. For example, a four-day international golf championship is actually a 10-day celebration of the sport, parading a huge cast, crew, stage and action involving star international players, local heroes, fans, fringe events, Pro-Ams and celebrity tee-offs, coaching clinics, charity auctions, gala dinners featuring international entertainers, merchandising, and more. In other words, there are huge spin-offs of different kinds.
The next big thing to descend on Singapore will be motorsport's Formula One, starting next year. Enthusiastic though the government and public may be about attracting world-class sports events and making Singapore a sports and tourism hub, this eagerness has not quite caught on with Singapore corporations.
This lack of enthusiasm was starkly illustrated in the lead-up to the Singapore Masters Golf gathering earlier this year. After sponsoring the event for five years, multinational oil company Caltex decided not to extend its lead sponsorship contract after 2005. Massage-chair maker OSIM took over for 2006, then dropped out. That left the organisers scrambling for a new sponsor for 2007. After several months, at the 11th hour, newly established international Swiss private banking group Clariden Leu signed up as lead sponsor of the event. But the Swiss bank has yet to commit itself to backing the event - which is co-sanctioned by both the PGA European Tour and the Asian Tour - next year and beyond.
Meanwhile, Asia's richest national golf Open Tournament grew richer this year, thanks to the backing of one of the world's most prominent financial groups, Barclays. The Barclays Singapore Open will boast a prize of US$4 million this year, which will grow to US$5 million next year as it targets big names like Tiger Woods, Phil Mickelson and Ernie Els. In fact, if not for Barclays, the Singapore Open - Asia's oldest open - would have remained in hibernation. And if not for Clariden Leu, there would have been no 2007 Singapore Masters. Other multinational companies have also backed sports here. Conspicuous by their absence are Singapore's homegrown multinationals. Could it be that local corporates do not see value in backing sporting events because they can't see a direct link to top-line revenue or profit growth? Or is it because they don't know how to leverage on sponsorship?
Either way, it's a shame, because sports sponsorship often makes good business sense. Sponsorship goes beyond brand awareness and corporate image. It also stamps a company's credentials as a good corporate citizen. For example, a four-day international golf championship is actually a 10-day celebration of the sport, parading a huge cast, crew, stage and action involving star international players, local heroes, fans, fringe events, Pro-Ams and celebrity tee-offs, coaching clinics, charity auctions, gala dinners featuring international entertainers, merchandising, and more. In other words, there are huge spin-offs of different kinds.
Subscribe to:
Posts (Atom)