PHAR has successfully renewed Asia Pacific Breweries (APB) partnership with Singapore Sports Hub (SSH).
The APB portfolio encompasses a wide range of iconic brands, including Tiger, Guinness and Heineken. Already a Founding Partner since the inception of the new Sports Hub in 2013, the extension cements APB’s status as Official Beer of SSH until 2028, providing category exclusivity across Beer, Non-Alcoholic Beer, Stout and Cider. The partnership opens up exciting possibilities for sales growth, brand activation and enhanced customer experiences across SSH’s exciting calendar of sports, entertainment and community events.
The renewal coincides with growing focus on sports and entertainments partnerships globally, along with a bold refresh of APB’s signature local brew, Tiger. With activations across major global cities unveiling the new “tiger stripe” visual identity, APB continues to encourage consumers to “uncage their inner tiger”.
The APB and SSH agreement helps to further position the Kallang Precinct as one of Singapore’s premier lifestyle destinations.
