- POSTED: 03 Oct 2013 22:28
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While the 28th Southeast Asian Games may be some two years away, organisers are in discussions with Singapore's small and medium enterprises to sponsor the region's largest multi-sport event.
SINGAPORE: Sponsorship for major sporting events has traditionally been dominated by popular brands, major conglomerates and multi-national corporations (MNCs).
Singapore's small and medium enterprises (SMEs) are now muscling in on the opportunity - especially with the coming 2015 South East Asian (SEA) Games set to take place in the city state.
The 28th SEA Games is set to return to Singapore after twenty years and will take place in the newly opened Singapore Sports Hub.
The event will coincide with Singapore's 50th anniversary of independence.
While it is still two years away, organisers are not wasting any time in looking out for sponsorship opportunities.
A target of S$50 million has been set and SMEs participation is sought after.
Association of Small & Medium Enterprises (ASME) President Chan Chong Beng said SMEs are beginning to see the value of strong branding and strengthening their bottomline through such sponsorship opportunities.
Mr Chan, who is also a member of the 28th SEA Games Sponsorship & Marketing Advisory Sub-Committee, said: "Most of the SMEs who do not have big budget can group together and look at tier three and tier four sponsorship levels. Everybody has a chance to take part, instead of only allowing the big MNCs to dominate the game."
Apart from boosting their corporate image, SMEs can also tap on more business opportunities in the region through such sports sponsorships.
Mr Richard Seow, chairman of the 28th SEA Games Sponsorship & Marketing Advisory Sub-Committee, said: "I think with a regional audience of 600 million, this will be a great opportunity for many of our SMEs to showcase their services and products and hopefully they will use this opportunity to grow in the region."