Case Study
Singapore Sports Hub, Kallang Alive Sport Management
Advancing the sponsorship and partnership strategies for the precinct
In 2019, PHAR was appointed to assess the commercial potential of several sports and entertainment venues within the Kallang Alive precinct, focusing on opportunities ranging from branding to naming rights. Then in 2023, PHAR's role was expanded as we were appointed as the exclusive commercial agency, tasked with advancing the sponsorship and partnership strategies for the precinct’s venues. The challenge was to develop sustainable commercial models that would maximize revenue potential for the Sports Hub.
Client
Kallang Alive Sport Management (KASM)
Service
PHAR's Solution
In 2019, PHAR conducted benchmarking of global sports and entertainment venues, analyzed the value of potential sponsorships, and created comprehensive sponsorship frameworks, including packaging and pricing strategies, to prepare Kallang Alive’s assets for market engagement. In 2023, PHAR's expanded role included providing commercial rights sales and management services for the sports hub, encompassing event sponsorships and hospitality sales, while continuing to foster high-value partnerships.
The Result
PHAR's work in 2019 successfully prepared Kallang Alive for its go-to-market process, with tailored sponsorship packages ready for sale. In 2023/2024, PHAR had secured significant new sponsorships from brands such as Hilton and Canadian 2 For 1 Pizza and renewed major deals like the Asia Pacific Brewery (APB) partnership. PHAR’s expertise also facilitated key sponsorships, including those for Guinness and the HSBC Singapore Rugby Sevens 2023, highlighting its ability to navigate complex negotiations and build long-term, successful partnerships.
