ASN's dissection of the Sponsorship marketplace in Singapore in 2015. On the back of a rebound in 2014, Singapore sustained the growth and set a new bar for Sponsorship investment in 2015

1. MARKET
ANALYSIS
Singapore
2013-­‐2015
Report
compiled:
15th
Mar
2016
All
Photos
courtesy
of
Sport
Singapore

2. ©
Asia
Media
Partners
Pte
Ltd.
2015:
Singapore
Sets
New
Heights
The
island
na5on
hit
new
Sponsorship
heights
in
2015
building
on
its
successes
in
2014.
The
previous
calendar
year
had
seen
Singapore
grow
at
27%,
and
while
2015’s
growth
paKern
fell
marginally
behind
2014,
the
market
nevertheless
posted
a
26%
gain
to
set
a
new
bar
at
$241m.
In
the
context
of
the
rest
of
Asia,
Singapore
outperformed
the
“ASN
Index1”
which
grew
at
19%,
itself
a
commendable
growth
rate
(in
2014
Singapore’s
growth
rate
fell
in
line
with
the
region’s
at
27%).
Singapore
on
a
roll
to
top
ASEAN?
The
marketplace
gained
US$50m
(26%)
in
value
terms
–
from
US$191m
to
US$241m.
Curiously,
deal
volume
fell
-­‐4%
(1,790
acUve
deals,
from
1,8622)
but
each
trade
was
much
more
valuable;
on
average,
31%
more
value
per
trade.
This
4%
reversal
was
below
the
ASN
Index’s
volume
growth
of
7%.
This
year,
the
gains
(in
value)
were
skewed
in
favour
of
the
Sport
side
of
the
market:
• Sport:
gained
US$43.3m,
42%
YoY
• Non-­‐sport:
gained
US$6.7m,
8%
YoY
As
a
result
of
all
these
posiUve
indicators,
the
Singapore
market
has
improved
from
8th
to
6th
in
the
ASN10
(the
leading
10
Asian
markets)
while
many
of
her
ASEAN
neighbours
declined
(e.g.
Malaysia
-­‐45%,
Thailand
-­‐16%).
The
3
big
drivers
of
change
were:
1. The
Events
genre
conUnues
to
dominate
with
robust
growth
in
2015
at
42%
YoY,
up
from
35%
growth
in
2014.
There
were
484
new
Event
deals
represenUng
28%
of
new
market
value.
2. Within
pla_orms,
MulU-­‐Sports
rocketed
in
2015,
contribuUng
40%
to
the
Sports
side
of
the
market:
this
is
purely
down
to
the
impact
of
the
SEA
Games.
3. At
a
category
level,
Telco,
Media
&
Entertainment
and
Professional
Services
registered
the
most
gains
in
absolute
terms,
adding
US$31m
to
the
local
index,
contribuUng
52new
deals
to
the
Sports
market.
ASN
Index:
Singapore,
2011-­‐2015
Ac5ve
Deal
Volume:
Singapore
2011-­‐2015
(excluding
Withdrawals
&
SeKlements)
2
1. the
measure
of
all
deals
tracked
by
ASN
in
Asia
2. The
volume
of
acUve
deals
does
not
include
Withdrawals
&
Seclements
in
its
count,
because
these
deals
are
no
longer
‘acUve’
573$ 610$ 686$ 944$ 839$
606$ 608$ 652$ 918$
951$
1,179%
1,218%
1,338%
1,862%
1,790%
0$
200$
400$
600$
800$
1,000$
1,200$
1,400$
1,600$
1,800$
2,000$
0%$
10%$
20%$
30%$
40%$
50%$
60%$
70%$
80%$
90%$
100%$
2011$ 2012$ 2013$ 2014$ 2015$
Sport$ Non5sport$ Deals$
140$
153$ 150$
191$
241$
87$ 91$ 85$
104$
148$
53$
63$ 64$
86$
93$
0$
50$
100$
150$
200$
250$
300$
2011$ 2012$ 2013$ 2014$ 2015$
Millions'(USD)' INDEX$ Sport$ Non7Sport$
Singapore:
Sport
vs.
Non-­‐sport
splits
Spend
by
Genre,
Singapore,
2007-­‐2015
0"
20"
40"
60"
80"
100"
120"
140"
160"
2007" 2008" 2009" 2010" 2011" 2012" 2013" 2014" 2015"
Millions'(USD)'
Content" Event"Pla6orms" Celebri<es"&"Teams" Annual"Proper<es" Stadia"

3.
Adam
Hodge,
Head
of
Strategy,
Octagon
(IPG)
“Octagon
have
been
subscribers
to
ASN
for
several
years.
ASN
is
every
bit
as
good
as
a
news
source
and
superior
to
most
in
its
Industry
AnalyAcs
offering.”
Contact
us:
+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
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&
their
values
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and
price
benchmarks
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comparisons
(category,
platform,
market
etc)
KNOWLEDGE:
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Marketing
$6.22b
Peak
Sponsorship
volumes
recorded
in
2015
3,600
Number
of
articles
in
ASN’s
News
Archive
13,400
All-­‐time
number
of
brands
who
have
sponsored
a
platform
in
Asia…
logged
in
our
database
TESTIMONIAL