Despite the 28th Southeast Asian (SEA) Games being two years away, organisers Singapore Southeast Asian Games Organising  Committee (SINGSOC) are already deep in discussions with companies looking to sponsor the region’s largest multi-sport extravaganza

The organisers have set their  sights on attracting some S$50 million (US$40 mn) in both cash and value-in-kind sponsorships. Organisers also highlighted that forging long term partnerships with businesses beyond the games is also a key priority. 

Richard  Seow,  Chairman  of  the  28th SEA  Games  Sponsorship  and Marketing Advisory Sub-Committee, said: “We are pleased by the interest we are seeing in our preliminary discussions with potential sponsors across a wide range of industries from MNCs to SMEs. Having gotten feedback from a good cross section of corporate leaders, many have shared their excitement for the SEA Games being hosted by Singapore again.

“Corporate branding and sponsorship for the SEA Games with a potential audience of 600 million presents compelling opportunities for local, regional and international corporations. The event’s regional profile which will take place during Singapore’s 50th anniversary celebrations and the opportunity for long term brand building topped the list of reasons why they see potential in sponsoring the games. Several corporates are also keen to see how we can customise sponsorship packages so that they can realise the benefits up to and after the SEA Games by using sport as a vehicle to enhance their brand image and activate their marketing or CSR programmes.”

Chaly  Mah,  Chief  Executive  Officer,  Deloitte  Asia  Pacific  and  a member of the SINGSOC  Sponsorship and Marketing Advisory Sub-Committee, said: “Over the years, more companies are seeing sport as a multi dimensional vehicle that is able to connect them with their consumers at the personal and emotional level. For example, companies such as Singtel and DBS Bank have provided long term support for signature sports events like the Formula One and dragon boat race respectively that have become imprinted in people’s minds over the years.

“The Return On Investment in sports sponsorship grows exponentially over time as these companies use sports to grow market share and enhance their brand equity. Companies looking at sponsoring the 2015 SEA Games should also consider continuing their involvement in sports beyond the games. They may want to see how they   could  spearhead   an   annual   signature   sports   event   that   can   become synonymous with their brand.”

The 28th  SEA Games is expected to be one of the biggest regional sports events in 2015.

The ATP World Tour is set to return to Bogotá, click Colombia, healing in 2013, advice following the ATP Board of Directors’ approval of the sale of the Los Angeles tournament, an ATP World Tour 250 event, to IMLA de Colombia, a Colombian entertainment and sports marketing company. 

The new tournament will be staged at the Centro de Alto Rendimiento in Bogotá, the same venue that hosted an ATP World Tour event from 1997–2002. 

Brad Drewett, ATP Executive Chairman & President, said: “The ATP World Tour is a truly global sports property, and demand for events around the world has never been greater. This latest transfer represents a fantastic opportunity for the ATP World Tour to continue to strengthen its presence in South America, a growing market for men’s professional tennis. The new tournament owners have a wealth of experience in tennis and we look forward to a successful event in Colombia.

“I would also like to take this opportunity to thank Bob Kramer and his organising team for their tireless work in running the ATP World Tour 250 event in Los Angeles over the years. Bob’s services to tennis have been hugely appreciated,” said Drewett.

Manuel Maté, President, IMLA de Colombia, said, “It has been a long road to have an ATP World Tour event back in Colombia. It would not have been possible without the support of our sponsors and the favourable and growing  economy of our country. We are living a new and exciting era in tennis with top players and a growing fan base, making the sport the second most important one in Colombia. This event is part of a Colombian Campaign to showcase our beautiful country. We are very excited to be part of this amazing project with the ATP.”

The Bogota event will take place on outdoor hard-court from July 15-21, 2013. In turn, the 2013 BB&T Atlanta Open will take place one week later, from July 22-28.

The Olympic flame has only just gone out but British Cycling is already underway with plans to continue the London 2012 legacy and build on the phenomenal success of the Great Britain Cycling Team.

Reaffirming its commitment to growing the audience for cycling in the UK, British Cycling has confirmed that it has already lined up three national and international events to continue the Games legacy: the British National Track Championships in Manchester at the end of September, a Track World Cup round in Glasgow in November and a UCI BMX Supercross World Cup round in Manchester in April 2013.

British Cycling is hoping that the chance for cycling fans, new and old, to see the world’s best cyclists in action on home soil once again will continue to inspire participation in the sport across the nation as well as provide GB athletes with more top level international competition in this country.

Kicking off the action for home fans will be The British Cycling National Track Championships at the Manchester Velodrome from 26^th-30^thSeptember 2012. The championships are the traditional competitive curtain raiser to the winter season and offer new fans a great way to get acquainted with the sport.

Following the national championships the action heads north of the border as the second round of the UCI Track Cycling World Cup Classics sees Glasgow make its debut on the international stage from 16^th-18^th November 2012. It will be the first major event to be staged at the new Sir Chris Hoy Velodrome, which forms part of the £113million Commonwealth Arena. Tickets will go on sale to British Cycling members at 2pm on 16^th August before going on general sale at 12 noon on 22^nd August and can be purchased via www.ticketmaster.co.uk. Spectators are encouraged to book their tickets early to avoid disappointment as high demand is expected.

Into 2013 and the action continues in Manchester with the UCI BMX Supercross World Cup round that takes place from 19^th-20^th April 2013.This will be the third major international BMX event to take place in the UK in the space of 12 months, following May’s World Championships and the Olympic Games. The competition will take place at Manchester’s National BMX Centre, which itself was built as part of the London Olympic Games legacy and has provided Team GB’s BMX athletes with a world class training and competition facility since it opened a year ago.

Jonny Clay, Cycle Sport and Membership Director at British Cycling, commented: “Hosting events of this calibre demonstrates how committed we are to development of the sport and shows how well we’re able to combine infrastructure and events to drive growth in the sport at all levels.

“The Track World Cup in Glasgow is the first opportunity for people to see the GB cycling team in international action after the Olympic Games and the event promises to be a great spectacle for cycling fans as our GB athletes prepare for the 2014 Commonwealth Games and set off on the road to Rio 2016.”

“We’re delighted to also be bringing the  first round of the 2013 UCI BMX Supercross World Cup to Manchester and welcome the  best international BMX racing back to the UK for the third time in 12 months, continuing the legacy left by this year’s UCI BMX World Championships in Birmingham and the London Olympic Games.”

Simon Morton, Director of Major Events at UK Sport, said: “We are delighted the UK has been given the opportunity to host these exciting sports thanks to National Lottery funding. It has been clearly demonstrated with events such as the Track Cycling World Cup, which UK Sport has supported since 2004, how events like this can support both  growth and performance ambitions.”

“The Chris Hoy Velodrome in Glasgow will be one of the world’s best venues for Track Cycling, and our fans are in for a real treat as they see the British team begin their journey towards Rio 2016. This will be the first of many events that UK Sport’s National Lottery funded programme will help to stage in the UK after London 2012.”

“We are fully committed to building a strong and sustainable legacy from hosting London 2012 and have increased our investment to £4.5million a year to bring world class sport like the UCI Track Cycling World Cup Classics and UCI BMX Supercross World Cup to this country.

“Our programme has already secured 10 World and European Championships for the UK in the last 18 months and we will continue to work hard to bring world class sport here”

Chair of Glasgow Life and the Executive Member for the Commonwealth Games, Councillor Archie Graham, said: “The London 2012 Olympic Games captured the imagination of the nation, with the sensational performances of the Team GB cycling team among the real highlights. The atmosphere at the Olympic velodrome was incredible and we can’t wait to get a feel for that when the Track Work Cup comes to the Sir Chris Hoy Velodrome in November.”

“Glasgow is one of the world’s leading sporting cities in part thanks to our world-class events programme, which is growing all the time as we continue to invest in the very best facilities. And as we look ahead to the Glasgow 2014 Commonwealth Games, the Track World Cup will give people the chance to see just what they can expect when the world’s top cyclists go for gold in our new velodrome.”

Paul Bush OBE, Chief Operating Officer for EventScotland said: “Scotland is the perfect stage for events, and with the opening of the new Sir Chris Hoy Velodrome we can proudly add the sport of track cycling to our extensive portfolio of major international events. Following the success of Sir Chris and his fellow Team GB athletes at the Olympics, the excitement and enthusiasm for the World Cup event in Glasgow is going to be huge.”

Councillor Rosa Battle, Manchester City Council executive member for culture and leisure, said: “The UCI BMX Supercross World Cup is sure to be spectacular and it will be phenomenal to see The National BMX Centre host its first global event.” 

“Since opening, the BMX centre has proved incredibly popular with both local residents and elite competitors. Two athletes based at the centre, Shanaze Reade and Liam Phillips, have recently represented the country in the Olympics and I’m sure their example along with the BMX Supercross World Cup will inspire even more people to give the sport a go.”

“The UCI BMX Supercross World Cup shows once again that Manchester is a world-class sporting destination and it’s a very welcome addition to the exciting programme of events we have lined up for 2013.”

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Absolute Taste, in partnership with ISS Food and Hospitality, has been appointed as Westfield Stratford City’s caterer for hospitality throughout the London 2012 Olympics.

Westfield’s corporate hospitality venues, athletes’ services and broadcast sites, which all overlook the Olympic Park, will be serviced under the new contract. 

Working in a 50:50 partnership, Absolute Taste and ISS say they will be serving food “using some of Britain’s best produce with a passionate team of professionals who understand the unique client needs and demonstrate first class customer service”. 

John Burton, director, Westfield Stratford City, explained more about the deal: “Westfield Stratford City will host high profile clients from 2012 sponsors to international broadcasters, and of course Team GB. Absolute Taste and ISS demonstrated their vast experience and understanding of corporate hospitality catering services, broadcast requirements, events and fine dining and we look forward to working with them on this once in a lifetime opportunity unparalleled in the hospitality world.” 

Lyndy Redding, managing director of Absolute Taste, added: “We are all absolutely thrilled to have been awarded such a prestigious contract. We always knew 2012 was going to a big year for London and Absolute Taste, and, to be working with Westfield at this time, is going to be a very special occasion indeed. We have already put in a lot of hard work into this project and we are committing ourselves to delivering an unrivalled level of hospitality in the stunning location that Westfield has provided.” 

Absolute Taste and ISS will offer their catering services from 1st April through to 30th September 2012. Westfield Stratford City is situated metres away from the Olympic Park including the main stadium, Aquatics Centre and Velodrome.

by Ismail Uddin