PHAR Partnerships is pleased to announce that Kallang Alive Sport Management (KASM) has reappointed them as the exclusive commercial agency for the Singapore Sports Hub, reaffirming a successful collaboration that has driven commercial opportunities for the Sports Hub.
Since its appointment in January 2023, PHAR has played a crucial role in driving revenue growth and partnerships for the National Stadium through hospitality suite offerings to notable clients at high-profile events featuring superstars such as Taylor Swift, Bruno Mars, Coldplay, Ed Sheeran, Jay Chou, JJ Lin and most recently, Lady Gaga.
With this renewal, PHAR will continue to focus on sales of hospitality suites at Singapore Sports Hub for major sporting and entertainment events. Leveraging its global network, experience and industry expertise, PHAR will also work closely with KASM to further engage strategic partners through mutually beneficial partnerships and community engagement programs.
PHAR’s track record in securing impactful partnerships is evident in its previous successes with global brands such as Hilton, Canadian 2 For 1 Pizza, and Asia Pacific Brewery. These strategic collaborations highlight PHAR’s expertise in driving commercial agreements within the sports and entertainment industry. Additionally, PHAR played a pivotal role in securing a key partnership between Guinness and the HSBC Singapore Rugby Sevens 2023.
Further solidifying its reputation, PHAR was instrumental in securing partnerships for the Singapore Tennis Open (STO) 2025, a WTA 250 tournament held at the Kallang Tennis Hub. The event saw collaborations with Turkish Airlines, Maison Perrier, Vittel, and AOP World, demonstrating PHAR’s strong relationships with global brands and its ability to identify assets that resonate with targeted audiences.
Andrew Fraser, Global Head of Partnerships at PHAR, commented:
"We are thrilled to continue our collaboration with KASM at such an exciting time. PHAR is dedicated to building world-leading brand partnerships that will elevate the experience at the Singapore Sports Hub. We look forward to another impactful year ahead."
About PHAR Partnerships
PHAR Partnerships, established in 2011, is an independent company specializing in sponsorship consultancy and sales. With a team of over 90 professionals spread across offices in Singapore (HQ), London (HQ), Kuala Lumpur, Bangkok, Manila, Sydney, and Dubai, PHAR is dedicated to creating dynamic brand marketing partnerships. PHAR’s mission extends beyond revenue generation to elevating the overall customer experience across various touchpoints and offering new and vibrant platforms for brands to deepen their engagement with their relevant audiences.
For general enquiries, please contact:
Brian Seah (Country Head, PHAR Singapore)
brian.seah@pharpartnerships.com
