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OUE is new sponsor for 2014 Singapore Badminton Open

OUE Limited is the new title sponsor for this year's Singapore Badminton Open to be staged from April 8 to 13.

SINGAPORE: OUE Limited is the new title sponsor for this year's Singapore Badminton Open to be staged from April 8 to 13.

The property company inked a one-year deal, worth a six-figure sum, with the Singapore Badminton Association (SBA).

The partnership was unveiled in a ceremony attended by SBA’s President Lee Yi Shyan and OUE Chairman Dr Stephen Riady.

Prize money for this year's event has increased from S$250,000 to S$300,000.

Premium tickets are cheaper now – one ticket costs S$120, down from S$240 in 2013. Organisers said demand for the premium tickets was poor last year.

The action on the court is the main highlight, with the line-up of international players to be announced in the coming weeks.

But the pressure is certainly on the local players who have not been doing well on home ground recently.

SBA’s head coach Liu Qing Dong said: "This is the first time I'm leading the team at a major competition on home ground. Before the Singapore Open, there are other major tournaments like the All England and German Open, and these would act as preparations and mentally prepare the players come April to perform better at home."

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