Tag: Sports

Manila, Philippines – GoTyme Bank has entered a three-year partnership with the Philippine Football Federation (PFF), becoming the official bank partner of the country’s football governing body. The agreement is aimed at supporting the development of football across various levels in the Philippines, from grassroots initiatives to elite competitions.

Under the partnership, GoTyme Bank and the PFF plan to launch several joint initiatives. One of the key highlights is the GoTyme Bank Cup 2025, a regional tournament that will feature men’s and women’s national teams from the Philippines, South Africa, Vietnam, and Singapore. The event is positioned to promote high-level competition and enhance the visibility of Philippine football on the regional stage.

The agreement also includes support for national teams, with players and coaches serving as brand ambassadors for GoTyme Bank. The bank’s financial products will be integrated into the teams’ operations, including services for international travel and overseas allowances.

Efforts to engage fans are also part of the collaboration, with planned activities such as merchandise campaigns, ticket promotions, player meet-and-greet events, and community watch parties during major matches.

At the grassroots level, GoTyme Bank will work with the PFF on youth programs that combine football training with financial literacy education. These initiatives aim to promote holistic development for young athletes while encouraging financial inclusion.

The bank will maintain a visible presence through branding on team jerseys, stadium signage, and interactive fan zones. On-site services will allow fans to open accounts and use GoTyme Bank offerings during events.

According to both parties, the partnership reflects shared goals of promoting sports development and providing greater access to services for Filipino communities.

Nate Clarke, CEO at GoTyme Bank, said, “There is an undeniable love for football in the country, and it’s only continuing to grow. Our partnership with the PFF allows us to be there for athletes and fans alike. We want to be part of the story of bringing Philippine football onto the global stage.”We understand that success isn’t a straight path—it’s full of hurdles. That’s something we see in sports every day. 

Meanwhile, Freddy Gonzalez, director of senior National Football Teams, commented, “This is the first time we are partnering with a bank, and we couldn’t have found a better ally than GoTyme Bank. We both share the goal of bringing Philippine football further, not only by supporting our national teams but also by developing training camps for young kids. This is a shared vision that shows GoTyme Bank is the right partner to help us build the future of Filipino football.”

Hong Kong – Sun Life and the Basketball Association of Hong Kong, China (BAHKC) have signed a three-year, HK$10 million partnership to support athletes, promote basketball, and enhance community engagement.

As part of the initiative, Sun Life will provide medical and accident insurance for Hong Kong basketball team members and fund a scholarship program for U18 and U22 players pursuing higher education. Additionally, a youth internship program will be introduced to help players prepare for post-retirement career opportunities. 

The partnership also includes title sponsorship of the Hong Kong Open Division Men’s and Women’s Basketball League, a self-financing competition with a promotion and relegation system designed to enhance the competitiveness of local basketball.

Beyond competitive play, the initiative further aims to expand grassroots participation through community engagement. Sun Life will continue its partnership with Beyond Sport to run free youth basketball workshops and social impact programs, including revitalising basketball courts and providing training opportunities. The company will also sponsor the National Day Cup Basketball Tournament, encouraging university-level competition and regional exchanges to further develop the sport in Hong Kong.

Benny Chow, team leader of the Youth Team of the Basketball Team of Hong Kong, China, said, “We will work with Sun Life to deepen the promotion of community basketball and connect it with more professional and comprehensive systematic training. We aim to bring new energy into the local basketball, discover and nurture new talent, and attract more young people to join basketball and even develop basketball careers.” 

Siu-wong Chan, executive vice president and honorary president of the Basketball Association of Hong Kong, China, added, “Sun Life has been promoting healthy living in different ways and is committed to bringing the community together through sports. Our shared vision for basketball development aligns perfectly. This collaboration will bring new energy to local basketball by not only providing substantial resources to support its growth but also by having Sun Life’s team actively participate in the league. This encourages the public to embrace an active and positive lifestyle.”

Sun Life’s partnership with BAHKC aims to build a sustainable basketball ecosystem in Hong Kong while promoting active lifestyles. The collaboration supports both professional and grassroots development, reinforcing basketball’s role in community engagement.

Sun Life recognises basketball’s role in promoting physical and mental well-being while fostering community engagement. Since 2014, it has supported the NBA’s Toronto Raptors, becoming the team’s first jersey patch sponsor in 2017. In 2023, Sun Life expanded its commitment with a multi-year sponsorship of Canada Basketball, serving as the official jersey sponsor and health and wellness partner for the national teams.

Clement Lam, chief executive officer of Sun Life Hong Kong Limited, stated, “Sun Life’s mission is to help clients achieve lifetime financial security and live healthier lives. Our global headquarter in Canada has been supporting basketball development since 2014 and has actively expanded to many regions in Asia in recent years. This partnership with the Basketball Association of Hong Kong, China, will focus on both commercialization and professionalization, leveraging innovation and diverse collaboration to enhance the local basketball ecosystem, fulfilling our corporate mission.”

Mark Tian, chief agency strategy and growth officer of Sun Life Hong Kong Limited, commented, “Sun Life values the holistic development of our financial advisors and encourages the team to contribute to the community by actively participating in sports and community activities. Therefore, we have formed a basketball team and will sign up to participate in the Hong Kong Open Division Men’s and Women’s Basketball League sponsored by Sun Life to promote healthy living through action.” 

He added, “We hope that through this cooperation, we can showcase Sun Life’s long tradition, dynamic business development, and sustainable future and further embody Sun Life’s team spirit of One Team, One Goal, Win As One.”

Kuala Lumpur, Malaysia – Chariot Agency has announced the sponsorship of two Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club. Said strategic partnership that aims to develop the game on a competitive level locally and globally.

Through this sponsorship, Chariot ensures that Infinity Sports Academy and Subang Jaya Pickleball can fully concentrate on their training, competitions, and overall performance rather than having to seek funding for tournament entries, equipment, and travel expenses.

Chariot’s new foray into sports marketing not only supports elite players, but fosters a thriving sports ecosystem. By empowering Malaysian pickleball talents, they see it as an opportunity for brands to rise together with the sport’s presence on a global scale. 

Adrian Cheah, managing director of Chariot Agency, said, “We saw our chance to be a part of a growing sports institution, and all the opportunities that came with it. Effective marketing is deeply rooted in understanding what motivates people. And sports has always been an avenue to inspire and excite, something that fans of pickleball have demonstrated in spades.” 

He added, “We believe that by supporting these teams, we are not just investing in their success, but also our own. Diversifying our interests will help us understand people better, and provide insights that we can implement in the work we do for our clients. We invite brands that share our vision to join us in elevating these teams and making a lasting impact on the sport.”

Since its introduction to Malaysia in 2019, pickleball has been steadily gaining popularity in East Malaysia followed by urban centers such as Kuala Lumpur, Johor Bahru, and Penang. Globally, the sport has experienced explosive growth, with the Asia-Pacific region projected to see a 24.5% annual growth rate from 2024 to 2029.

Adding to this momentum, several state governments in Malaysia have begun investing in pickleball infrastructure and grassroots programmes, recognising its potential as a major sport. There are ongoing discussions to introduce pickleball into SUKMA (Sukan Malaysia), the country’s premier multi-sport event, which would further elevate the sport’s profile and encourage wider participation. 

This growing institutional support presents a unique opportunity for brands to align with a sport on the rise and contribute to its nationwide development. As interest in pickleball surges in Malaysia and within the region, corporate partnerships will be instrumental in positioning Malaysia as a key player in the international pickleball scene. 

Infinity Sports Academy’s founder, Jimmy Liong, expressed enthusiasm about the partnership, stating, “Having Chariot as a sponsor allows us to focus entirely on training, development, and competing at the highest level. Pickleball in Malaysia is at a crucial growth stage, and with the right support from brands, we can accelerate its development and bring local talent to international prominence. We hope more companies will recognize the potential of this sport and join us in this journey.”

Meanwhile, Subang Jaya Pickleball Club captain, Gee Ci Long, echoed these sentiments, emphasising the importance of corporate backing in competitive sports, commenting. “Pickleball is more than just a game – it’s a growing movement, and we want to be at the forefront. With Chariot’s support, we no longer have to worry about the financial constraints that often limit our participation in key tournaments. This partnership allows us to focus on training and competing at our best. We look forward to seeing more brands step in and help drive the sport forward.”

Australia – Telecommunications company Superloop has launched its latest ad campaign in collaboration with Leo Burnett Australia and Zenith Australia, promoting its high-speed internet by cleverly aligning ad timings with famous sporting record speeds.

The ad campaign, titled ‘Ads at Record Speeds,’ deviates from the traditional 30- and 15-second spots by timing specific messages to the exact hundredth of a second to match famous sporting record speeds.

In conjunction with the world’s biggest sporting event, where speed is a crucial factor, the campaign has drawn inspiration from sport records such as the men’s 100m at 9.58 seconds, the women’s 50m freestyle at 22.93 seconds, and the women’s 200m cycling at 10.15 seconds. It also features a 2-hour and 35-second YouTube skippable ad celebrating the men’s marathon record.

‘Ads at Record Speeds’ is Leo Burnett Australia and Zenith Australia’s first work as an integrated offering for the Superloop brand. The spots, featuring Australian comedians Broden Kelly and Madeleine Stewart, will launch across TV, BVOD, social media, YouTube, and OOH platforms in Australia.

Ben Colman, chief marketing officer at Superloop, said, “Superloop is all about record-breaking internet speed at outstanding value. We’re on the internet, so we’re just joining the conversation at an opportune moment in the calendar. We like to play, so we’re always going to be a bit cheeky when we enter the chat.”

“This work is also another demonstration of the game-changing connected platform we’ve got at Publicis Groupe. It’s speed meets speed, with Leo Burnett and Zenith working together to build exceptional, streamlined solutions,” added Colman.

James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, also said, “Seeing as some people in Paris are attempting to do things at record speeds, we thought we’d challenge Broden and Madeleine to talk about Superloop’s incredible speeds at record speeds, too. Unfortunately for Broden, that involved him running a literal marathon whilst doing so.”

Singapore – Online retail marketplace AliExpress has a launched a new campaign featuring its latest global brand ambassador David Beckham to help fans score more deals on the e-commerce platform ahead of the upcoming UEFA EURO 2024 sporting event.

It is also worth noting that the campaign follows the news in March this year that AliExpress became the first exclusive global e-commerce partner of said sporting event, which will happen from June 14 to July 14 in 10 host cities across Germany and will see 24 national teams compete.

Through the campaign, AliExpress users will have the chance to take part in a series of interactive games to win exclusive discounts and time-limited prizes, including match tickets. AliExpress is investing millions of Euros in discounts, deals and engagement during the games, as part of its increased investment into global consumer experience. 

In addition, new and eligible AliExpress users will be entered into exclusive lucky draws with prizes to welcome them to the platform.

During the games from June 14 to July 14, AliExpress will run an innovative ‘Shake and Win’ promotion, offering time-limited prizes following each goal of all games. All eligible users just need to log on to the AliExpress app and shake their smartphone once the ball hits the back of the net, for the chance to score great prizes.

Speaking on the campaign, Beckham said, “AliExpress is helping fans get even closer to UEFA EURO 2024 this summer, by offering them great prizes as the action takes place on the pitch.”

Meanwhile, Gary Topp, European commercial director at AliExpress, commented, “AliExpress is excited to welcome David Beckham as our global ambassador ahead of the Summer of Sports that is set to kick off in Europe. Whether you’re a football fan or not, I can think of no-one better to show how easy it is to win with AliExpress during UEFA EURO 2024.”

United States – Gatorade, the iconic sports drink from PepsiCo, is expanding its ‘Fuel Tomorrow’ sport platform globally in a bid to address equity in sport. What started as a US-based initiative will roll out globally in a series of initiatives within this year.

For Gatorade, they are committed to help 2,500,000 teens across the world access the life-changing power of sport by 2030. Moreover, it promises to continue its mission to increase participation and to inspire future generations to get active.

Kicking off in May, the brand’s renowned grassroots football tournament for teens aged 14-16, 5v5, will take place in Bilbao with an all-female tournament and in London with both male and female tournaments. Designed to promote and showcase equal opportunities for young talent, the tournament – now in its seventh year – has been delivering positive formative sporting experiences to thousands of young amateur athletes from all over the world, providing over 151,000 young adults from diverse backgrounds the opportunity to excel to date.

May will also see an extension of the brand’s ‘Confidence Coach’ initiative following the successful launch with Rachel Yankey and Andriy Shevchenko in 2023. Fuelled by the finding that a lack of confidence within teens has a huge impact on the drop-out rate of sport, this innovative programme aims to inspire future generations by partnering with some of the world’s most iconic football players as Confidence Coaches to share their experience first-hand and motivate aspiring players.

The final programme coming later this year will be the ‘Fuel Tomorrow Fund’. Created to encourage community integration to cover the cost of equipment and spaces to play sport in low-income areas in key markets.

Bart LaCount, vice president of marketing at Gatorade, said, “Gatorade’s Fuel Tomorrow platform embodies our core mission – that is to ignite the potential that is inside each one of us, that can be unleashed through sport and being active. Unfortunately, not everyone has equal access to those opportunities – but at Gatorade, we believe everyone should be able to access sports and we firmly believe that barriers to participation should not exist. Gatorade looks forward to a future in which everyone, everywhere, can unlock the life-changing power of sport.”

Australia – SLIK, an independent creative agency, has added Paralympics Australia to its client portfolio after a successful pitch. They got the opportunity to help Paralympics Australia meet its fundraising goals by developing a unique virtual experience that will debut before the Paris 2024 Paralympic Games. 

The platform, which aims to improve lives by the force of sport, will act as an online fundraising portal to support both existing and future Paralympians in achieving their athletic goals. 

Speaking about the partnership, Cameron Murray, Paralympics Australia’s head of commercial, communications and brand, said, “We’re excited to be working with SLIK to build on the success of our existing fundraising programs,” he said. “This innovative solution will deliver a new experience that will bring messages of support to athletes and engage audiences through content and a unique virtual experience – all while delivering essential funding for our organisation.”

Meanwhile, Kyle Bennett, SLIK co-founder and head of technology, stated, With a focus to put digital accessibility at the heart of the experience, we’re working with Paralympics Australia to gain vital insights from Australia’s Para-athletes, as well as useability and accessibility consultants, to ensure that accessibility is a priority. We’re excited about working on such an iconic event in the global sports calendar and feel the challenge ahead is a perfect fit for SLIK’s strategic combination of creativity and technology.”

Singapore  – Official sports streaming applications and those with close associations to the tournament or FIFA itself observed a huge increase in user acquisition activity as the FIFA Women’s World Cup tournament came to a culmination, according to the latest report from data.ai. 

All around the world, streaming partners given official broadcast rights to stream the World Cup Final saw a surge in user acquisition activity around key matches for their respective countries’ teams. 

In particular, BBC iPlayer, RTVE Play, FOX Sports in the US, and Optus Sport in Australia became focal points for fans taking in the match and those leading up to it. 

FOX Sports saw dramatic spikes during the tournament around the US team’s matches. But building excitement can best be seen in the sudden increase in adoption of the BBC iPlayer app as England faced a make-or-break game against Australia, the outcome of which would determine if the UK team was in or out of the final.

Fans’ increasing need to watch the game and its results drove a 50% increase in downloads of the four apps as a cohort when compared to the same number of days preceding the tournament. In terms of numbers, these apps saw a combined 1.06 million new installs across the iOS App Store and Google Play globally during the first four weeks of the Women’s World Cup, which was up from approximately 706,000 in the four weeks leading up to it.

Also looking at how the apps performed in their home markets, there is impressive period-over-period growth in average daily downloads for Spain’s RTVE Play and US-based FOX Sports at 44% and 51%, respectively. Meanwhile, BBC iPlayer had yet to benefit from the full impact of England’s securing a final berth. Australia’s Optus Sport proved to be an outlier, with growth of more than 1,700% from its daily average coming into the tournament.

Furthermore, other apps with connections to FIFA and the Women’s World Cup tournament, like subscription or ad-supported live TV services, also posted impressive results. 

According to estimates by data.ai, the average weekly time spent by US mobile users in cohort apps like Hulu and Youtube TV that carry FOX Sports Live observed an appreciable increase from 48.9 million hours to 52.8 million. The analysis of app usage data also found a combined 8% increase in weekly time spent on them during the Women’s World Cup. 

Additionally, Booking.com, the official travel partner of the 2023 Women’s World Cup, delivered its best month ever for new downloads in July. The app reached 7.4 million, a significant improvement compared to how it performed in July 2022, its previous best month with 7.35 million.

Meanwhile, FIFA Soccer from EA Sports scored perhaps the greatest goal as it reached $1b in lifetime consumer spending.

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.”

Australia – Golf Australia has unveiled its new brand revamp, symbolising the evolving essence of golf as an increasingly inclusive sport that embraces various forms of play, aiming to inspire a greater number of Australians to participate in the game.

The new Golf Australia logo unites the game’s historic and modern facets through an abstract modern monogram that symbolises its essential components. The design strategy and execution were delegated to Australian design agency SE Creative, while FutureBrand continued to serve as an advisor.

Speaking about the new logo, James Sutherland, CEO at Golf Australia, expressed, “We’re incredibly excited about launching the new look for Golf Australia. It reflects a contemporary image that is consistent with the rapidly changing perceptions about golf as sport for all.”

He added, “Golf is big, and it’s getting bigger. Our participation base is not only growing but becoming younger and more diverse. People of all backgrounds and ages are flocking to the game – some in traditional forms as members and on course, but also significantly in alternative formats such as simulator golf, driving ranges and mini-golf.”

“That shift in behaviour is why the Australian Golf Strategy outlines the notion of ‘’all golf is golf’. Anyone can be a golfer, and we believe that these recent brand changes will complement and positively reflect on the direction and bigger picture aspirations for our sport,” Sutherland said. 

Meanwhile, Ben Maguinness, design director at SE Creative, said, “In its most simplistic form, Golf is not a complicated game. It is ‘a sport for life and fun for all.” 

He explained, “As a result, we have created a logo that is aligned to the Australian Golf Strategy, one focused on growing its core, that represents golf in all its forms and connects the old guard with the fresh faces of the game.” 

Rich Curtis, CEO of FutureBrand Australia, commented, “Golf is changing as it broadens its appeal across all playing formats and skill levels: because all golf is golf. This all-inclusive outlook has provided both the insight and the inspiration to define the brand strategy for Australian Golf.

He added, “By centring playfulness at the heart of the game and connecting all the different ways in which golf can be played – both for the challenge and the joy – the brand strategy and brand architecture together set the platform for Golf Australia and the PGA of Australia to guide a connected experience that will continue to help golf grow.”