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Sports sponsorships provide alternative marketing platform for companies

Companies tether their names to promising athletes and sports growing in popularity

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THEY KNOW WORLDFIRST: Fintech WorldFirst put in between S$60,000 and S$80,000 so the Singapore Rugby Union's Premiership League and youth league now bear its name. This year's champions of the WorldFirst Premiership League were the Wanderers RFC.

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-