Sports sponsorships provide alternative marketing platform for companies

Singapore

THE business of sports sponsorship is very much a two-way street. Athletes get the cost of training and competitions defrayed, and the companies sponsoring them gain marketing mileage and public profile, which in turn supports their growth.

In February, e-commerce and e-gaming company Garena signed a S$4 million sponsorship deal with the Young Lions, in what the Football Association of Singapore called the biggest sponsorship deal for an S. League club since the domestic professional football competition began 21 years ago.