Tag: Sponsorship

Singapore – Formula 1 has announced that Singapore Airlines will continue as the Title Sponsor of the Singapore Grand Prix for a further four years through the 2028 season. For this year’s race, the Singapore GP race will take place at the Marina Bay Street Circuit on October 3-5.

Through the sponsorship extension, the race will continue to be officially known as the ‘Formula 1 Singapore Airlines Singpore Grand Prix’ until 2028 inclusive.

It is worth noting that the airline has held the role for 11 years, since 2014, with six different drivers, from four different teams, taking the chequered flag under the lights of the Marina Bay Street Circuit in that time.

Lee Lik Hsin, chief commercial officer at Singapore Airlines, said, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic, not just for showcasing our beautiful skyline, but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”

Meanwhile, Emily Prazer, chief commercial officer at Formula 1, commented, “We are delighted that Singapore Airlines will continue as the Title Sponsor of the Formula 1 Singapore Airlines Singapore Grand Prix. Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”

The sponsorship extension comes at a time when Formula 1 is seeing continued popularity amongst fans in Asia-Pacific. In 2023, data from YouGov have highlighted that one in three Singaporeans are fan of the sport. In 2024, Agoda noted an influx of travellers in Southeast Asia travelling to Singapore for the first time to watch that year’s Singapore GP, with Indonesians leading the list.

Moreover, there have been continued global partnerships to not just Formula 1 itself but also to the racing teams competing for the sport, with adidas recently announcing a partnership with the Mercedes Formula 1 team. Other notable brand partnerships in recent months include with LVMH, KitKat, and Lego.

Japan – Philips Japan has partnered with esports team SCARZ, supported by FUSE, Omnicom Media Group’s sports division. The partnership makes the Philips S9000 rotary shaver the official grooming product for SCARZ’s e-motorsports division, uniting precision grooming with high-performance gaming.

Over six months, FUSE will help Philips and SCARZ create exclusive content, including a documentary, fan contests, and masterclass videos, breaking away from traditional shaver marketing in Japan.

The Philips S9000 rotary shaver, with its advanced rotary technology, mirrors the precision and agility of SCARZ’s e-motorsports athletes, highlighting a perfect synergy between grooming innovation and competitive gaming.

Maria Cecilia Grandi, personal health marketing director at Philips JAPAC, said, “Philips Shavers, with their high quality and innovative rotary performance, have gained more attention from the young audience in Japan, eager to find the best tool that is both effective and gentle on their skin. The SCARZ team is the perfect partner to bring our rotary performance to life and highlight the fun in a great shaving experience.”

Natsuko Nozawa, personal health digital and creative lead at Philips Japan, also shared, “With the partnership with SCARZ and FUSE, Philips Japan celebrates car enthusiasts’ passion about racing and mastering the rotations/turns and the deep emotions that love for cars and for self-care through an amazing shaving experience can create.” 

“Through FUSE’s profound understanding of creating brand love and bringing an innovative approach to communication in media, Philips can diversify its creative expression in the Japan market through this unconventional and passionate partnership,” Nozawa added. 

Philips’ six-figure sponsorship brings together grooming and gaming, two fields driven by precision and performance, under the theme “mastering rotation leads to victory.”

Commenting on the partnership, David Lister, head of content at FUSE APAC, said, “Philips Japan and our wonderful client, Natsuko Nozawa, saw the value in e-Sports over several options we had worked through because fundamentally, e-Sports is a content creation and amplification machine. 

“E-Sports teams exist 100% in created content—in games and on social platforms. In that context, there is a lot that SCARZ can do in their content-first environment to tell the Philips rotary shaving story for us through personalities, racing, and performance. It has rotary at its heart and the ability to be easily scaled through their platforms,” Lister added. 

Singapore – FIFA has revealed that Lenovo has been named as an Official FIFA Technology Partner – FIFA’s top tier sponsorship category – in a deal that includes the FIFA World Cup 2026 in Canada, Mexico, and the United States, and the FIFA Women’s World Cup 2027 in Brazil. 

The two tournaments will provide the platform for Lenovo to further grow its global brand amongst fans of the world’s most popular sport and, more importantly, deliver integrated and innovative technologies that will make football more accessible and more engaging for all, growing the game worldwide.

With this, Lenovo’s products, services and solutions, including its emerging suite of innovations that both leverage and power AI (Artificial Intelligence), ThinkPad laptops, tablets, Motorola mobile phones, and servers, will be integrated into the 2026 and 2027 tournaments. 

The company’s technology will power improved fan experiences in stadiums and global broadcasts, power enhanced analytics, and democratise data across all global football-playing nations.

Yuanqing Yang, chairman and CEO at Lenovo, said, “As one of the world’s leading technology companies, we’re delighted to partner with the world’s most global and popular sport. Lenovo will be powering the largest sporting and entertainment events in human history – events with more viewers, more nations participating, and an unprecedented global demand for data processing and technology.”

He added, “Lenovo is proud to support FIFA’s vision of leveraging technology to elevate the game, enhance the fan experience worldwide, and foster innovation that levels the playing field. We’re excited that our cutting-edge technology and AI innovation will take centre stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology.”

Meanwhile, FIFA President Gianni Infantino, commented, “At FIFA, we are committed to growing the game globally and making football accessible for all – and we are excited to welcome Lenovo to our journey, and to work with them to implement technologies, innovations and programmes that spread our sport. Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences at the FIFA World Cup 2026 and FIFA Women’s World Cup 2027. In Lenovo, we have a partner who will support us as we evolve and innovate, investing in digital technology and artificial intelligence for future generations.” 

Singapore – Singlife, a local financial services company, has announced its sponsorship of the locally-made film ‘Wonderland’. This production has received numerous international accolades, including the Audience Award at the 24th San Diego Asian Film Festival, the Local Jury Prize at the 35th Palm Springs International Film Festival, and Best Actor and Best Supporting Actor awards for stars Mark Lee and Peter Yu at the inaugural Ho Chi Minh City International Film Festival. 

Through the sponsorship, Singlife aims to emphasise the message that aspirations are attainable with appropriate planning and patience, and that financial freedom is feasible. Singlife portrays itself as a trustworthy financial partner committed to assisting Singaporeans in achieving a better path to financial independence.

Themes from the film are in line with Singlife’s multi-year marketing strategy, which asserts that everyone has dreams, no matter how big or small. According to Singlife, everyone has their own idea of financial freedom, and it could change over time. 

Wonderland, which is based in Singapore in the late 1980s, follows the tale of Loke, a single parent who wants to grant his daughter’s yearning to study abroad. Loke is portrayed by Mark Lee. When his daughter Eileen (Xenia Tan) goes overseas, the illiterate Loke finds it difficult to speak with her and turns to his neighbour Tan (Peter Yu), who is trying to atone for previous transgressions. 

‘Wonderland’ is a moving tale that revolves around Singaporeans’ aspirations for a better life. The film emphasises themes of hope, sacrifice, and life’s unpredictability. Nestled in the centre of a neighbourhood, it evokes a bygone era of Singapore and narrates the value of friendship. 

This sponsorship comes after Singlife announced in June that it will back Singapore-born national shuttlers Terry Hee and Jessica Tan, a mixed-doubles badminton duo hoping to break into the top ten in the world rankings. Singlife’s sponsorship of Wonderland reaffirms its commitment to promoting local talent. 

Wonderland is not only a film. In addition to showcasing regional talent, the critically acclaimed play encourages a heightened awareness and respect for people. Its themes are universal, appealing to audiences worldwide as well as Singaporeans, even though the story is set in both Singapore and the United States and features primarily Hokkien dialect. 

Speaking about the sponsorship, Debra Soon, Singlife’s group head of brand, communications, marketing and experience, said, “Through our sponsorship, we aim to bring this powerful story to a wider audience, shedding light on the challenges, including financial dilemmas, faced by the everyday Singaporean. It sends the message that everyone can have a dream and you do not have to go through the difficulties of achieving that dream alone. Wonderland is not just a film; it is a reminder of the enduring parental love and the importance of holding onto hope even in the face of adversity.”

Singapore – With the hype for the 2024 UEFA European Football Championship–which will happen in a month away–continues across Asia-Pacific, new data from YouGov has revealed that football followers in Australia are most likely to have noticed event sponsors (57%), while half of football followers in Hong Kong (51%) and Indonesia (50%) say the same. In contrast, under two-fifths in Singapore and Thailand (38%) say the same.

In terms of recognising TV programme sponsors–meaning those shown during broadcast of football matches–about half of football followers in Thailand (51%) and Hong Kong (49%) have noticed such sponsorships, ahead of more than two-fifths in Australia (45%) and Indonesia (44%). However, only a quarter in Singapore (26%) say the same.

Meanwhile, in terms of recognising sponsors at the venue, about a third of football followers in Australia (35%) have noticed such sponsorships, ahead of a quarter in Hong Kong and Indonesia (both 24%), and closer to a fifth in Thailand (22%) and Singapore (18%).

Moreover, about a third of football followers in Australia (36%), Thailand (34%) and Indonesia (32%) have noticed sponsorships related to the team’s season sponsor, compared to around a quarter in Singapore (27%) and Hong Kong (25%).

Lastly, the data also shows that most football followers in Indonesia (57%) and Thailand (52%) would support their teams by buying products from their sponsors, with about an eighth (12-13%) expressing strong agreement.

Philippines – As MARKETECH APAC’s What’s NEXT conference returns to the Philippines, we are proud to announce that Braze has joined us as a Gold Sponsor and will be kicking off the discussion on how AI can help revolutionise customer engagement.

The company enables marketers to unleash their creativity through its customer engagement platform, which delivers relevant, cross-channel experiences. Additionally, it offers innovative AI functionalities like Sage AI, which assist in reinforcing the connection between consumers and the brands they love. 

Alex Crouch, Strategic Enterprise Lead, Hong Kong & The Philippines at Braze, will deliver a keynote presentation on the potential and significance of artificial intelligence in providing meaningful customer interactions in today’s dynamic era of engagement.

This discussion proves advantageous for brands and marketers. By leveraging cutting-edge AI innovations to fortify customer engagement strategies, they can achieve levels of personalisation and satisfaction surpassing those of traditional chatbots. Additionally, this streamlines tasks, enabling teams to concentrate on strategic and creative endeavours.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “As we step into 2024, businesses must recognise that the currency of success flows not just through transactions, but through the bonds forged in meaningful engagement. In the symphony of commerce, customer engagement is the soulful melody that resonates beyond transactions, orchestrating loyalty and advocacy. As the curtain rises on this new chapter, businesses must tune their instruments to the rhythm of authentic connection, conducting conversations that echo empathy, innovation, and understanding. We look forward to what Braze will bring to the table in terms of imparting actionable customer engagement insights for Philippine marketers.”

MARKETECH APAC’s “What’s NEXT 2024: Marketing in the Philippines” conference is the third instalment of the What’s NEXT 2023-2024 Series conferences. It will feature a diverse lineup of industry leaders across multiple local and global brands including Adobe, Brandwatch, Cebu Pacific Air, Colgate-Palmolive, DITO, Emma – The Sleep Company, foodpanda Philippines, GoTyme Bank, Home Credit Philippines, UnionBank, and more.

Head over to the official event site to see the full agenda and roster of speakers of What’s NEXT 2024: Marketing in the Philippines.

Singapore – As part of its commitment to promote and support sports in Singapore, telecommunications company Singtel has renewed its partnership with the Singapore National Olympic Council, increasing its sponsorship over the next five years, its biggest sponsorship for sports to date.

Singtel’s new five-year partnership with SNOC aims to support Team Singapore in upcoming major sporting events such as the 2022 Hangzhou Asian Games, the 2024 Paris Olympics and the 2025 Southeast Asian Games in Thailand. Singtel will provide S$1.5 million in funding and also sponsor S$200,000 worth of mobile roaming services for Team Singapore contingents.

Being a major corporate partner of Team Singapore, Singtel has supported athletes in achieving their goal of competing for Singapore in major games including the 2020 Tokyo Olympics. Singtel’s S$2.5 million sponsorship over the last ten years has helped fund various SNOC programmes, offset the contingents’ travelling expenses and enabled them to stay connected while competing overseas. 

Shanti Pereira, one of Singtel’s 2023 partner athletes, said, “As an athlete, it is very encouraging to receive support to enable me to train and compete while representing Singapore. I would like to thank Singtel for their support and for continuing to help Team Singapore to achieve our sporting aspirations.”

Talking about the renewed partnership, Chris Chan, secretary-general of the Singapore National Olympic Council commented, “Singtel has been an unwavering partner of Singapore’s Olympic Movement, the SNOC and of Singapore sports for more than a decade, at our side through triumph and adversity. We are grateful to Singtel for this steadfast support without which many of our athletes’ dreams would not have been possible, and we look forward to celebrating many more Team Singapore milestones with Singtel.”

Meanwhile, Yuen Kuan Moon, group CEO of Singtel, said, “Singtel is delighted to continue our longstanding partnership with SNOC and Team Singapore to support our local athletes as they pursue their sporting dreams and display their talents on the world stage. They are a great inspiration to Singaporeans and show us that with a passion for excellence, determination and resilience, nothing is impossible.”

Singapore – For MARKETECH APAC’s first-ever hybrid conference this coming 2023, What’s NEXT 2023: Marketing in Asia Pacific, social and media intelligence firm, Meltwater, will be joining us as a Gold Sponsor. 

Meltwater helps companies make better and more informed decisions by examining millions of posts each day from social media platforms, blogs, and news sites. The company is headquartered in San Francisco, California, with 50 offices across six continents. 

Weldon Fung, Area Director at Meltwater Southeast Asia, will be doing a keynote presentation on the first day–February 28–titled “The Evolution Of Influencers And Communities: How Effective Partnerships Can Fuel Your Affinity Brand In 2023?”

Through the keynote presentation, Fung will be sharing relevant data about how impactful partnerships with influencers or creators can be on community brand building and how to find the perfect fit in a partner. Moreover, he will explain how influencers can help create a meaningful impact for brands.

Fung also explains how influencer partnerships have been vital for brands to build relevance and authenticity for new audiences.

“Influencer partnerships can be an effective way for brands to reach new audiences and increase brand awareness. Influencers have built up a following of engaged users who trust their opinions and are more likely to engage with and purchase products that they recommend.”

He further added, “Additionally, influencer partnerships can help to build credibility and authenticity for a brand, as the endorsement of a trusted influencer can signal to potential customers that the brand is reputable and trustworthy. Furthermore, Influencer partnerships can also help brands to increase their social media reach and engagement. Not only that but this steers marketing to move toward community brand building as well.”

Joven Barceñas, founder & CEO at MARKETECH APAC, commented, “With gratitude, we extend a heartfelt thank you to our Gold sponsor Meltwater for joining us on this journey to uncover the future of marketing in Asia. Their unwavering support and partnership have enabled us to bring the What’s NEXT 2023 Conference to life in a hybrid platform that promises to be an exciting and insightful experience for all.”

What’s NEXT 2023: Marketing in Asia Pacific is the dedicated conference under the digital media’s future-centred industry series, What’s NEXT 2023. To be conducted in a hybrid format, the 2-day conference will happen on February 28 – March 1, 2023, with the in-person event on the first day to take place in Crowne Plaza Galleria Manila. 

The hybrid conference gathers the top marketing leaders in the region to drive the conversation on what to come next in the marketing industry this 2023 across its different domains. To be presented in multi-platform discussions, industry speakers will be touching on various areas such as Digital, Growth Marketing, Engagement, Public Relations, Customer Experience, Retail & E-Commerce, and Influencer Marketing, amongst others, to help brands and marketers prepare for the future of the marketing landscape this 2023.

Head over to the official event site to see the full agenda of What’s NEXT 2023: Marketing in Asia Pacific. 

Interested delegates for in-person and virtual sessions may register here.

For sponsorship opportunities, please reach out to [email protected].

Melbourne, Victoria, Australia — The Chiefs Esports, a subsidiary of SQID Technologies, has renewed its sponsorship agreement with popular energy drink brand Red Bull for a further 12 months with an extension option available for another 12 months. The two entities have been partnering since 2016, with this renewal it marks the longest standing team-based major esports sponsorship in Australian & New Zealand history.

The Chiefs team and Red Bull will continue to work together with the members sustaining their responsibility as brand ambassadors alongside the catalogue of other significant traditional sports athletes and professional teams under Red Bull. This portfolio includes more than 90 disciplines, and some notable stars namely Max Verstappen, Neymar, Tyler ‘Ninja’ Blevins, RB Leipzig, New York Red Bulls and many more.

Red Bull has been an active supporter of the esports scene for more than a decade, with their first signing of an ambassador in 2006. Since then, they sponsor top teams and the largest events in each region as well as operating their own tournaments ranging between grassroots initiatives and the largest events in the world like the Red Bull Kumite, Red Bull Player One, Red Bull Guardians, Red Bull Campus Clutch, Red Bull Flick and more.

Nick Bobir, chief executive officer of The Chiefs, commented, “Red Bull has been a major supporter 6 years now and we’re extremely proud that they have again put their faith in us to continue to deliver Championships and represent the brand on the world stage. It’s no secret the Red Bull media machine is one of the most influential in the sports world and we can’t wait to produce more content to showcase our team’s journey to a wider audience.”

Red Bull will feature prominently across The Chiefs’ branding, including major jersey placement, as they strive to add to their 22x National Championship trophy cabinet. The Chiefs will be competing in the League of Legends LCO, Rainbow Six | Siege: APAC Pro League, and the Halo Championship Series where the team currently sits at 1st place. The contract will provide a 33.33% increase in Red Bull contract revenue, plus the opportunity for performance bonuses.

Melbourne, Australia – Following its recent brand repositioning to cater to the theme of ‘Everything Activation’, activation agency Traffik has announced the roll out of its new sponsorship offering, which offers marketing and creative expertise to client businesses.

As part of the sponsorship offering roll out, it has appointed Mark Edney as Traffik’s head of sponsorship.

Through the offering, Traffik will be working in tandem with the wide expertise of the Clemenger Group to offer business, marketing and creative services to clients, which includes sponsorship strategy, portfolio evaluation, contract negotiation and servicing.

For Edney, there has been an evident lack of transparency in sponsorship consultancy that is blurring the motivation around recommendations. He added that the aspect of sponsorship is one of the biggest and most powerful decisions the modern-day marketer has to navigate.

“Unlike other areas of marketing, sponsorship decisions at times lack strategic rigour and are disconnected from the broader business and marketing objectives. We are a proud, brand-side only sponsorship consultancy product which provides clients with objective, commercial and strategic support, without rights-holder biases,” he stated.

Meanwhile, James Neale, CEO at Traffik, commented, “We know that there’s been a real need for a change in the sponsorship industry that is more transparent, more focused on commercial outcomes and ultimately, tied in with recommendations around how to activate that sponsorship across the full gamut of channels, which is what Mark and his team have created. We’re thrilled to see it come to life and the positive impact it’s having with clients already.”