Media Release

Singapore sports experts get down to business

Is it beneficial for Singapore companies to sponsor high-profile sporting events?

This question will be debated at a business forum at the Goodwood Park Hotel this Thursday 23 April, hosted by the University of Adelaide-Singapore [1] and organised by its offshore campus provider, Ngee Ann-Adelaide Education Centre [2].

The forum will feature some of the region's best known marketing experts and provide some important insights for organisers of next year's Youth Olympic Games [3] (YOG) in Singapore.

Despite the current economic downturn, interest in the Youth Olympic Games remains strong and companies are keen to learn some tips to ensure next year's event is a resounding success.

The YOG Director of Marketing and Sponsorship, Ms Catherine McNabb, is a keynote speaker at this Thursday's forum, which will be led by Professor Pascale Quester [4], one of the region's most reputable marketing experts who has pioneered research into sponsorship effectiveness and management of high-profile sports events.

Professor Quester is the Executive Dean of the Faculty of Professions at the University of Adelaide, who is hosting the event in conjunction with its Singapore education partner, Ngee Ann Kongsi.

Some of Singapore's leading marketing and advertising executives will join her on the panel:

• Mr Kelven Tan, Chief of Sports Marketing at the Singapore Sports Council;
  
• Mr Anthony Kang, President of the Association of Accredited Advertising Agents Singapore (4As) and President of Dentsu Singapore.
  
• Mr Henry Goh, Sales Director of Clear Channel Singapore.
  
• Mr Mike Jackson, Managing Director of MEC Access Asia Pacific, the company's global sports and entertainment division.

Professor Quester says the topic "Sponsorship: Creating Meanings and Delivering Value" is particularly relevant for Singapore companies, given the upcoming Youth Olympic Games and the current tight financial constraints.

"Sponsorship has grown into a major marketing strategic tool, particularly for global brands," she says.

"More often than not, however, its use remains haphazard and its evaluation sketchy."

Panellist Mr Anthony Kang says companies should not expect to achieve immediate sales returns via sponsorship but use it as a longer term strategy to build brand awareness.

Mr Benjamin Teh, President of Singapore Advertisers Association [5], a supporting partner of the forum, says sponsorship is about speaking to a company's target market in a language they can understand and developing an "emotional bond".

His company, Pilot Pen [6], is one of the sponsors for next year's Youth Olympic Games.