ESG Secures China Life Insurance Singapore for SNAG

The annual Singapore National Age Group Championships (SNAG) will celebrate its 48th edition with a sponsorship boost this year, with China Life Insurance Singapore coming onboard as title sponsor for Read More>>

The annual Singapore National Age Group Championships (SNAG) will celebrate its 48th edition with a sponsorship boost this year, with China Life Insurance Singapore coming onboard as title sponsor for the prestigious local swimming event.

As the last local qualifying meet for August’s SEA Games in Kuala Lumpur, the China Life Insurance Singapore SNAG 2017 will see local swimmers battling for a place on the SEA Games squad as the Republic’s swim team look to build on their unprecedented success at the 2015 Games, where they won a record 23 gold medals.

The championships will be held on March 10-19 at the OCBC Aquatic Centre at the Singapore Sports Hub.

“As part of one of the largest insurance firms in the world, we are thrilled to support one of the most anticipated sporting events in Singapore,” said Tony Chow, Chief Executive of China Life Insurance Singapore.

“Through our involvement with Singapore’s highly profiled sport – swimming, we are proud to have this opportunity to inspire the athletes in their pursuit of realising their dreams to succeed on the global stage.

“China Life has always believed and supported the development of sports. We are committed to support the community to help them achieve their goals and to celebrate their milestones with them.

“We hope that our sponsorship of the Singapore National Age Group Championships will further promote the local sporting culture and motivate these athletes to a higher level of sporting excellence.”

China Life Insurance Singapore will also be launching a five-lesson ‘learn-to-swim’ Corporate Social Responsibility (CSR) programme with special needs children from Pathlight School.

“This is in line with our commitment to promote sports and to encourage swimming to be an inclusive sporting activity for these children to learn and enjoy as well,” Chow added.

The CSR programme will culminate with a “grand final” swim competition on the day of junior finals on March 12. This gives the children the rare opportunity to take part in a national swimming competition that is held in a world-class venue like the OCBC Aquatic Centre.

China Life Insurance Singapore will also be conducting a workshop which will have May Yim Schooling, mother of Olympic champion Joseph Schooling, to share on what it takes to raise an Olympic champion.

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ESG Secures Fiji Airways for HSBC World Rugby Singapore Sevens

Fiji Airways will be the official airlines of the HSBC World Rugby Singapore Sevens 2016, as Rugby Singapore – the events and commercial arm of the Singapore Rugby Union (SRU) Read More>>

Fiji Airways will be the official airlines of the HSBC World Rugby Singapore Sevens 2016, as Rugby Singapore – the events and commercial arm of the Singapore Rugby Union (SRU) – looks to bring fans in from around the world to the April 16-17 tournament at the National Stadium.

The three-year partnership with Fiji Airways – which TODAY understands to be a part-cash, part in-kind sponsorship deal – comes as the country’s national carrier embarks on its maiden flight to Singapore on April 5.

Over 200 fans from Fiji have already booked their direct flights to Singapore, with more eager to come support their team, it was announced today (Feb 15) at the Singapore Sports Hub’s National Stadium.

Brokered by local sports marketing firm Enterprise Sports Group (ESG), the sponsorship deal will also see the Fijian sevens team – the reigning HSBC World Sevens Series champions who are one of the favourites for the gold medal at the Rio Olympics – staying back after the Singapore Sevens for two days to conduct coaching clinics for the Singapore national rugby sevens team.

“We are expecting 500 to 1000 Fijians (to fly via Fiji Airways) to come to watch the tournament here in Singapore. That is a conservative estimate,” said Aiyaz Sayed-Khaiyum, Fiji’s Attorney-General and Minister for Finance, Civil Aviation, Public Enterprises, Civil Service and Communications.

“Fiji Airways will be flying to Singapore for the first time soon, and it is a perfect time to partner Singapore Rugby and bring our fans in.

“We will discuss with the SRU to see how we can look at opportunities to collaborate on the sporting level. Perhaps we can see Fijians play in Singapore clubs to help raise the standard of rugby here too.”

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ESG Secures XiamenAir for Australian Badminton Open

More than shuttlecocks will take flight when the Australian Badminton Open hits Sydney again this year, running from June 7-12, 2016. Badminton Australia has today announced that China’s XIAMENAIR is Read More>>

More than shuttlecocks will take flight when the Australian Badminton Open hits Sydney again this year, running from June 7-12, 2016.

Badminton Australia has today announced that China’s XIAMENAIR is the new title sponsor of the XIAMENAIR Australian Badminton Open. The new sponsorship deal comes as Badminton Australia launch local representation for the tournament at the Jackie Chan Film Gallery in Shanghai today, February 1, 2016.

The move into China will mark the first international launch for the Australian Badminton Open – Australia’s most prestigious badminton event.

The Australian Badminton Open has been secured for Sydney by the NSW Government, through its tourism and major events agency, Destination NSW. NSW Minister for Trade, Tourism and Major Events and Minister for Sport, Stuart Ayres said the announcement will provide the Australian Badminton Open with an enormous boost.

“This partnership, facilitated by Destination NSW, will see the Australian Badminton Open promoted in China, attracting more visitors to Sydney and Regional NSW for the event. In November, NSW became the first State to sign a Memorandum of Understanding with XIAMENAIR, with the airline now flying directly to Sydney five times a week. It is fantastic to see the relationship between our State and XIAMENAIR growing even stronger.”

XiamenAir Australian Badminton Open 2016Loke Poh Wong, Badminton Australia’s Board member and Tournament Director said: “We’re thrilled to welcome XIAMENAIR as the new title sponsor for the event, and it’s particularly exciting when we are launching in China and focused on increasing attendance at the event from the world’s badminton powerhouse.

The 2016 XIAMENAIR Australian Badminton Open Superseries will offer one of the most lucrative sporting prize pools in Australia, with US $750,000 up for grabs. It also gives athletes one of the last opportunities to earn the world ranking points needed to compete and improve their seeding at the Olympic Games in Rio in 2016.

Broadcast into more than 200 million homes globally in 2015, the event will bring with it an influx of players, officials and supporters from not just around Australia but the world.

XIAMENAIR started flying to Australia from November 30, 2015 – and is the first privately owned airline in China. Since it was founded the airline was honoured as “The Best Airline in Mainland China” six consecutive times, and has recently launched a new strategy “Fly High, Fly Far and Fly Outwards”.

“XIAMENAIR’s Title Sponsorship of the Australia Badminton Open is very timely as we expanded our flight route to Sydney in November 2015. With the deployment of the newest Boeing Dreamliner planes with the excellence in inflight services, the new XIAMENAIR route to Sydney has proven to be successful and well received by customers in Australia and China. With the partnership with the Australian Badminton Open, we hope to continue our good work in fostering better relationships between Australia and China through sports and travel, and to further our commitment to support the growth of badminton globally,” said Mr Zhao Dong, Executive Vice President, XIAMENAIR.

“XIAMEN fits so well with the ABO tournament. We’re excited about how this partnership, combined with the on the ground presence at the Jackie Chan Film Gallery, opens us up to China where the interest in badminton is phenomenal. There is already a lot of interest in our Australian tournament, and we attract the best of the Chinese player’s year on year. But with XIAMEN on-board, travelling to Sydney to see the tournament and all Sydney has to offer just got easier,” said Geraldine Brown, President, Badminton Australia.

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ESG Celebrates 10th Anniversary

Sports marketing agency ESG celebrated one of its most considerable milestones thus far by witnessing its 10th anniversary in 2015. The Singapore-based firm has played critical roles in the both Read More>>

Sports marketing agency ESG celebrated one of its most considerable milestones thus far by witnessing its 10th anniversary in 2015. The Singapore-based firm has played critical roles in the both local and international sporting scenes since 2005, delivering numerous significant partnerships fruition.

Key partners and individuals from the sporting fraternity sent well-wishes and congratulatory messages for the achievements through the decade.

“We have witnessed very exciting growth in both sports and well as sport business in Singapore. I’m very happy that Terence started ESG 10 years ago,” said industry veteran Ng Ser Miang, Chairman, International Olympic Committee and Vice President, Singapore National Olympic Council, with reference to ESG’s Managing Director Terence Khoo. “He has also gone beyond Singapore in gradually establishing ESG as an important international player.”

Nicholas Fang, a prominent figure in the sports media industry echoed this sentiment. “Singapore’s sports scene has come on in leaps and bounds in the past decade and ESG has played a very crucial, central role in terms of the development of supporting the growth of sports here and on putting Singapore on the global sporting map,” said the Chef de Mission, Team Singapore, 28th SEA Games Singapore 2015 and Singapore National Olympic Council member.

Well wishes also rung in from international industry practitioners like Paul-Erik Hoyer Larsen, President, Badminton World Federation and Taufik Hidayat, former World & Olympic Men’s Singles Champion.

ESG’s presence has indeed been established in many sporting circles and looks set to continue growing in the years to come, as the Asia sporting scene enters an exciting era. Likewise, its team looks forward to forging ahead and expounding on opportunities that leverage on the platform of sports marketing.

ESG Secures UnionPay International for 28th SEA Games

UnionPay International will pledge more than S$1 million to the SEA Games, and will provide free hot air balloon rides for the public during the SEA Games Carnival. UnionPay International Read More>>

UnionPay International will pledge more than S$1 million to the SEA Games, and will provide free hot air balloon rides for the public during the SEA Games Carnival.

UnionPay International (UPI) announced on Thursday (May 14) it is now the official payment systems sponsor of the 28th SEA Games.

UPI will facilitate the movement of payments related to the Games, said the company’s General Manager for Southeast Asia Wenhui Yang. “We will provide promotional offers which people can enjoy when they use the card,” added Mr Yang.

As the latest sponsor of the Games, UPI pledged more than S$1 million to the biennial event.

Unionpay International hot air balloonHot air balloon rides
The company is also planning to provide free hot air balloon rides for the public as part of the SEA Games Carnival, which will be held on the May 31 to Jun 16 in Singapore.
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The hot air balloon, to be located at the Sports Hub, will only move vertically for safety reasons, as there are big structures in the vicinity, said Singapore SEA Games Organising Committee (SINGSOC) Exco Chairman Lim Teck Yin.
The rides will be subject to approval from the authorities.
Mr Yang added that more details on the hot air balloon rides will be revealed soon.

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ESG Secures Xiamen Airlines for BWF World Championships

Xiamen Airlines has launched its official partnership with the TOTAL BWF World Championships in Jakarta with a range of special travel packages to entice more badminton fans to attend the Read More>>

Xiamen Airlines has launched its official partnership with the TOTAL BWF World Championships in Jakarta with a range of special travel packages to entice more badminton fans to attend the BWF Major Event in August.

During yesterday’s partnership signing ceremony between Xiamen Airlines and the Badminton World Federation (BWF) in China, airlines officials announced plans to introduce travel packages such as “Parent and Child Badminton Tour Package” or “Catch the Badminton Star in Jakarta BWF World Championships Tour Package” plus the creation of badminton souvenirs as giveaways.

Xiamen Airlines will be the official airline partner for the TOTAL BWF World Championship 2015 in Jakarta, Indonesia. This is the first time BWF has inked an officially partnership with an airline and both parties will engage in a “Fly with Passion” journey designed to reap mutual positive developments and benefits.

Deputy General Manager of Xiamen Airlines, Zhao Dong, said this strategic partnership brings the best resources of both BWF and Xiamen Airlines together in achieving their respective ambitions of getting more people to play and watch badminton and having more passengers on board Xiamen Airlines flights.

During the TOTAL BWF World Championships, Xiamen Airlines will receive strong brand exposure via extensive television coverage in more than 30 countries Thomas Lund with Zhao Dong of Xiamen Airlinesand to more than one billion viewers. This is the first time Xiamen Airlines is using a top sporting tournament as a form of brand exposure promotion and they look forward to combining the resources of both BWF and Xiamen Airlines to create wider brand awareness for the airline.

BWF Secretary General, Thomas Lund, expressed great admiration for Xiamen Airlines’ many superb achievements during its 30-year history, now making it a heavyweight in the airlines industry. Additionally, he said BWF looks forward to the new partnership and ensuring a fulfilling relationship for both organisations.

Xiamen Airlines and BWF then exchanged corporate gifts, witnessed by an audience including specially invited guests such as Sydney 2000 Olympic badminton Men’s Singles gold medalist, Ji Xinpeng of China. The partnership logo was also unveiled, showing a strong synergy between BWF’s logo which is shaped like a shuttlecock and Xiamen Airline’s Egret design logo. The partnership logo symbolises the vitality of sport and has a modern, international look.

Badminton is one of the most popular sports in Asia especially in South East Asia. Since 2000, 17 of the 27 editions of BWF World Championships, BWF Thomas & Uber Cup Finals and BWF Sudirman Cup have been held in Asia which aligns very closely with Xiamen Airlines’ key markets.

Xiamen Airlines is a member of the Sky Team Airline Alliances and in 30 years of development has worked towards “modernization, corporatization and internationalization” as its key business strategy. Xiamen Airlines’ fleet are all Boeing and to date they have 127 Boeing planes, annual passenger turnover of more than 20 million, total company assets worth more than RMB 40 billion and more than 300 international and domestic flight routes. Having recently purchased six (6) Boeing Dreamliner planes, Xiamen Airlines will be expanding its international route to Europe, the Americas and Australia.

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ESG Secures Total for BWF Major Events

The Badminton World Federation (BWF) and energy giant, Total, today announced a landmark multi-million-dollar partnership from 2015 until 2018 covering both BWF Major Events and the MetLife BWF World Superseries. Read More>>

The Badminton World Federation (BWF) and energy giant, Total, today announced a landmark multi-million-dollar partnership from 2015 until 2018 covering both BWF Major Events and the MetLife BWF World Superseries.

This deal will see Total assume title sponsorship for all BWF Major Events – starting with this year’s TOTAL BWF World Championships in Jakarta, Indonesia – and including the TOTAL BWF Thomas & Uber Cup Finals and the TOTAL BWF Sudirman Cup. It breaks new ground for Total which mainly focuses its branding activities on the motorsports arena.

Welcoming Total to the international badminton family and highlighting common characteristics such as powerful performance, technologically advanced precision and especially endurance – key product values of Total – BWF President Poul-Erik Høyer hailed the new sponsorship a “natural fit”, adding “it is significant that one of the major players in the global energy industry will now be partnering with badminton – the fastest racket sport which also requires incredible stamina”.

“I am proud to announce this partnership with a global company like Total, entrusting badminton to convey its corporate message and values. I am convinced badminton will also benefit from this association with Total’s strong principles and corporate profile.

“Both badminton and Total are expanding globally and share core values such as equal opportunity, local integration and continued innovation. It is a partnership that appeals to us on a strong philosophical level and reflects how we want to portray badminton in the corporate marketplace. BWF looks forward to a long and fruitful relationship with our newest partner.”

Carolina Marin

Noting badminton’s growing mass appeal, Total Marketing & Services Asia Pacific, Senior Vice President, François Dehodencq said: “We are very pleased to be the first global energy company to partner with BWF to promote the badminton sport. The suite of world-class events which BWF hosts represent the best of individual and team competition, and feature elite athletes from across the world. Moreover, almost 80% of the Olympic badminton medalists hail from Asia Pacific, a region where Total is committed to grow our presence.”

Total Marketing & Services Asia Pacific, Specialties Vice President, Stéphane Lagrue elaborated further: “Total is committed to delivering outstanding performance and endurance of car engines with TOTAL QUARTZ lubricants and identifies the badminton sport as a game of athletic endurance, alongside our globally active role in performance and endurance motorsports.

“This package of tournaments stands at the pinnacle of international badminton, with strong public interest particularly from this region. We look forward to being associated with such well-established sporting events and working with BWF to promote badminton to the benefit of both parties.”

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ESG Secures Metlife for BWF World Superseries

The opportunity to partner with a globally-recognised brand such as MetLife is ideal for growing badminton’s fan base internationally, specifically through the MetLife BWF World Superseries. Speaking as the rebranded Read More>>

The opportunity to partner with a globally-recognised brand such as MetLife is ideal for growing badminton’s fan base internationally, specifically through the MetLife BWF World Superseries.

Speaking as the rebranded Superseries touched down in Malaysia for the first time under the MetLife banner recently, BWF Secretary General Thomas Lund noted the “timing of this partnership coincides perfectly with our plans for the future”.

“As a leading global life insurance company, MetLife has the type of profile and brand values with which the Badminton World Federation is pleased to align itself as we continue developing badminton at all levels.

Metlife BWF World Superseries“The MetLife BWF World Superseries is our flagship tournament series and it speaks volumes when a company like MetLife shows confidence in and commitment to the World Superseries with a four-year partnership. This will allow us to jointly plan long-term strategies to enhance the World Superseries and thereby badminton’s prominence as a flourishing sports-entertainment commodity. We have enjoyed significant success in recent years and we are looking forward to building on that with MetLife as one of our leading partners.

“BWF is committed to ensuring the 2014-2017 tournament cycle takes the World Superseries and badminton to new heights for players, fans, sponsors, hosts, etc. As our President (Poul-Erik Høyer) has been reiterating our goal is to make badminton shine even brighter. Having MetLife on board will help us achieve our targets, including attracting even larger audiences to badminton with fun fan engagements.”

MetLife’s President for the Asia region, Chris Townsend, said: “Fan engagement is a key aspect of the MetLife BWF World Superseries that we have a great desire to encourage and develop. As a company that believes in and supports the principles of health and wellness, engaging fans is a great way for MetLife to promote its values of healthy living, which includes participation in activities such as sports. Diversity is also a key value of MetLife’s culture, and badminton is an inclusive sport that appeals to all genders, age group and nationalities.”

“MetLife utilises sports sponsorship to showcase our brand’s values and share in our customers’ interests and passions,” added Townsend. “Therefore, we are working closely with our partners at BWF to develop more fun and interesting ways to drive fan engagement and increase public excitement around our brand and the World Superseries. This includes fun public events at the games themselves (such as “Who can hit the fastest shuttle” booths) and bringing fans into even closer contact with their favourite badminton stars.”

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ESG Secures Chery Automobile for BWF Major Events

The Badminton World Federation (BWF) yesterday welcomed Chinese car company, Chery Automobile, as a partner and the “Official Car” for all BWF Major Events. The four-year contract – from 2013 Read More>>

The Badminton World Federation (BWF) yesterday welcomed Chinese car company, Chery Automobile, as a partner and the “Official Car” for all BWF Major Events.

The four-year contract – from 2013 to 2016 – was announced at a press conference at Putra Stadium for the signing of the Memorandum of Understanding (MOU). This was attended by BWF and Chery officials, including General Manager of Chery International, Zhou Biren; Chery’s Vice President, Zhang Gui Bing; BWF Vice President – Europe, Gregory Verpoorten; BWF Chair of Marketing, Nigel Skelt and BWF Secretary General, Thomas Lund.

Zhou and Skelt performed the honours of inking the partnership agreement which was witnessed by badminton world No.1 and Malaysian superstar, Lee Chong Wei, as well as domestic and foreign media, many of whom are in Kuala Lumpur for the ongoing Li-Ning BWF Sudirman Cup.

The official signing heralds the start of a strategic partnership between BWF and Chery. It is the first occasion that a Chinese automobile brand is establishing a strategic agreement with an international sports federation.

“There are many examples of automobile brands collaborating successfully with premier sports events and we believe this has the makings of another win-win alliance. This four-year commitment will see Chery lending valuable support and presence to BWF Major Events, including the World Championships, the Thomas/Uber Cups and indeed the Sudirman Cup,” said Skelt, in a brief speech.

“It is a significant undertaking and we appreciate Chery’s confidence in BWF and our products. We, in turn, look forward to this partnership blossoming in the years to come to badminton’s benefit – as we continue showcasing some of the best of our sport to the world while seeking out future generations of players – an area into which I understand Chery will soon be venturing.”

In his remarks, Zhou hailed the partnership as “another major milestone for Chery”, adding that “through this partnership, Chery aims to increase worldwide brand awareness through the influence of the BWF”.

“Badminton is a sport that is well received both domestically and worldwide. This forms a good interactive platform for Chery and its consumers. China’s professional badminton players have always been amongst the best in the world. Through this partnership, we hope to show that the Chinese motoring industry is also catching up with the rest of the world. We believed that the collaboration with BWF will be mutually beneficial.”

Both organisations highlighted their similar values such as a shared passion for badminton and the desire to promote and spread core values associated with the sport such as excellence, professionalism, integrity and equality.

Meanwhile, BWF lauded the support of Malaysian companies – Petron and Nationwide – for the Li-Ning BWF Sudirman Cup. BWF Secretary General Thomas Lund said it was great to see “local businesses, which are patronised by Malaysians, partnering with BWF and contributing to a sport about which Malaysians are so passionate”.

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