An overview of Singapore's Sponsorship marketplace in 2014, showing macro investment trends across different subsets - by platform, sport/non-sport splits, brand categories etc

1. MARKET
ANALYSIS
Singapore
2012-­‐2014
Report
compiled:
18th
June
2015

2. ©
Asia
Media
Partners
Pte
Ltd.
2014:
Singapore
Rebounds
Posi1ve,
posi1ve,
posi1ve.
A7er
a
wintery
four
years
of
next
to
no
growth,
2014
was
a
year
of
undeniable
recovery
for
Singapore.
The
ASN
Index:
Singapore
saw
improvements
across
all
of
its
key
market
indicators
at
the
same
1me
as
the
whole
of
Asia
enjoyed
a
record
growth
year.
The
marketplace
gained
USD38.5m
(26%)
in
value
terms
–
from
USD147m
to
USD185m.
There
were
also
strong
gains
in
the
volume
of
deals
in
the
market:
the
number
of
acQve,
individual
deals
(not
including
Withdrawals)
increased
39%
from
1,256
to
1,743.
This
volume
growth
was
well
above
the
regional
Index’s
growth
rates
(3%)
proving
Singapore
sQll
has
the
capability
–
and
the
market
capacity
–
to
grow
exponenQally
when
it
comes
to
Sponsorship
investment
in
comparison
to
the
rest
of
the
Asian
marketplace.
This
year,
the
gains
(in
value)
were
skewed
in
favour
of
the
Non-­‐sport
side
of
the
market
:
-­‐ Sport:
gained
USD17.7m
and
20.3%
YoY
-­‐ Non-­‐sport:
gained
USD20.9m
and
34.9%
YoY
1.
Genres.
Once
again,
because
of
the
Event
genre’s
dominance
of
the
local
market,
if
Events
move,
Singapore
moves.
In
2013,
Events
so]ened
and
the
market
followed;
in
2014
the
opposite
happened
as
the
Genre
put
in
a
49%
swing
over
2013.
PosiQve
news,
but
a
story
of
over-­‐reliance
in
one
Genre
of
Sponsorship
is
emerging…
2.
Pla1orms.
Two
sister
plaaorms
combined
to
contribute
to
the
market’s
upQck
in
Sponsorship
investment
–
AthleQcs
and
MulQ-­‐sports.
Together,
these
plaaorms
now
consQtute
just
under
one
third
of
all
Sports
spend
in
Singapore
(USD33m,
or
31%
of
Sport
spend).
In
2013
they
represented
23%
of
the
market
so
there
are
big
moves
here.
3.
Categories.
Travel
&
Tourism
registered
the
biggest
relaQve
and
absolute
gains
in
2014,
adding
close
to
15m
to
the
local
Index
which
represented
a
177%
gain
and
a
reversal
of
its
13%
loss
in
2013.
Their
contribuQon
to
Sport
was
even
more
impressive
as
the
3rd
largest
contributor
and
18%
share
of
all
Sport
spend.
These
gains
came
from
55
new
deals
(Sport
and
Non-­‐sport)
entering
the
market
(versus
37
in
2013).
ASN
Index:
Singapore,
2010-­‐2014
Deal
Volume:
2010-­‐2014
2
Sport
vs.
Non-­‐sport
splits
Spend
by
Genre,
Singapore,
2007-­‐2014

3.
Steve
Dainton,
ITTF,
Marke1ng
Director
"...ASN
has
been
an
interes=ng
analy=cal
tool
to
help
us
gather
informa=on
when
preparing
our
sponsorship
strategies.
It
helps
us
understand
the
Asian
sports
sponsorship
marketplace
especially
the
prices
sponsors
pay
for
certain
proper=es.”
Contact
us
for
more
details:
+65
8722
2147,
info@asiasponsorshipnews.com
NAVIGATING THE BLUR OF
NON-TRADITIONAL MEDIA
INDEPENDENT
INSIGHTS
ASN
operates
the
only
industry
intelligence
source
for
Asia’s
fastest
growing
communications
channel.
We
enable
the
buyers
and
sellers
–
and
planners
–
of
Non-­‐traditional
Media
in
Asia
to
operate
faster
and
more
effectively
together
SERVICES:
COMMUNITY:
FOSTERING
BUSINESS
• Industry
Directory
- BUY:
Brand
Owners
- SELL:
Rights
Owners
• Discounts
to
Industry
Events
• Jobs
board
DATA:
METRICS
• Analytics
Dashboard
- Marketplace
trends
- Deals
&
their
values
- Investment
and
price
benchmarks
KNOWLEDGE:
ENHANCING
SKILLS
• Training
• Bespoke
consultancy
• Industry
News
&
insights
• Reports,
e.g.
ASN
Annual
Report
• Case
Studies
&
White
papers
• Content
Marketing
from
3rd
parties
$4.68b
Peak
Sponsorship
volumes
recorded
in
2014
(and
still
counting…)
3,400
Number
of
articles
in
ASN’s
News
Archive
12,500
All-­‐time
number
of
brands
who
have
sponsored
a
platform
in
Asia…
logged
in
our
database
TESTIMONIAL