SINGAPORE, July 1 — While Singapore athletes raking in lucrative endorsement deals still remains a dream, the recent 28th SEA Games could help things along, say local sports industry figures TODAY spoke to.
The biennial meet, which concluded on June 16, saw Singapore’s 747-strong athlete contingent finish second with a total of 259 medals — the most of all 11 participating countries — with a record 84 gold, 73 silver and 102 bronze.
But local sports administration and business figures here believe the SEA Games has also given many of the Republic’s national athletes a much-needed boost to their public visibility.
“What the SEA Games did is highlight our Singapore athletes to potential corporate sponsors,” said former Singapore national footballer R Sasikumar, now managing director of sports marketing firm Red Card. “Companies and brands that were not previously aware of our athletes and who they are — the Games was basically an education to them. I expect more companies to come forward to discuss sponsorship opportunities with individual athletes and teams in the not-so-distant future.”
Former Singapore national rugby player Terence Khoo, who is now managing director of sports marketing and consultancy firm ESG, also stressed that it isn’t only the gold medallists and well-known faces like swimmer Joseph Schooling who are sought after by potential sponsors.
“An athlete who is attractive to sponsors is someone who can perform at a high level in his sport, but also someone who is eloquent and knows how to present him or herself well,” said Khoo. “Some companies may also think that getting behind an underdog, or less well-known athlete, also fits in their brand positioning — so there are a lot of opportunities.”
Firms such as KPMG and Deloitte have had Singapore athletes on their payroll, and Singapore Rugby Union president Low Teo Ping thinks the SEA Games will also help see a change in mindsets in more companies.
“More employers may also start to be more accepting and want to recruit athletes within their organisations, as they see how sports can further their branding as athletes are good team players,” he said
In recent years, Singapore has built up a reputation as a leading venue for top international sports events such as the Singapore Airlines Formula 1 Singapore Grand Prix, Women’s Tennis Association Finals and the FINA Swimming World Cup.
Local sports bodies such as the Football Association of Singapore, the Singapore Swimming Association and Singapore Table Tennis Association have also secured healthy corporate backing.
But Singaporean athletes commanding strong personal sponsorship deals remain the minority. These include marathon runner Mok Ying Ren, who last year signed a three-year deal worth S$100,000 (RM277,827) with low-cost carrier AirAsia, and wakeboarder Sasha Christian, who inked a one-year with energy drinks brand Red Bull in 2010 that included a stipend worth a five-figure sum.
Netballers Kimberly Lim, Charmaine Soh and Micky Lin were part of the Singapore’s gold medal-winning team at the recent SEA Games.
Since then, Lim secured a full scholarship worth S$32,000 from private education institute Kaplan Singapore, while Soh and Lin each received a pair of diamond earrings worth S$5,000 from Caraters Diamonds.
But Soh added: “By sustaining the interest of spectators in the sport, it can help foster a good culture of support for sports in Singapore, which is essential to helping sports and athletes grow at the elite level.”
SEA Games women’s high jump bronze medallist Michelle Sng, who has personal deals with sports and healthcare brands Asics and Ebene, respectively, added: “More sponsorships mean more responsibility to do well, so athletes must keep that partnership working too.”
But Sasikumar stressed athletes should also be proactive in putting themselves on the shop window. He said: “Athletes should also promote themselves via all kinds of social media and be more visible to the public.” ― Today
