Following a strong pipeline of sport, entertainment, and lifestyle events this year, alongside fresh community programming and the opening of new venues, PHAR client Kallang Alive Sport Management (KASM) - operators of the Singapore Sports Hub - celebrates a remarkable 50% increase in event attendance compared to 2023.
The Singapore Sports Hub also saw its highest-ever level of training activity, with Team Singapore (TeamSG) athletes accumulating over 40,000 hours’ worth of training across various land and aquatic sports such as badminton, boccia, football, tennis, dragon boating, and swimming.
This year, the Sports Hub played host to a remarkable lineup of events that captivated both local and international audiences. The National Stadium hosted five major sold-out concerts in the first half of 2024, including Mayday, Bruno Mars, Coldplay’s six shows, Ed Sheeran “The Mathematics Tour” which welcomed more than 60,000 fans, his largest ever audience in Asia, and Taylor Swift’s “The Eras Tour” with Singapore as the only nation she performed in in Asia outside of Japan.
Taylor Swift performed for six nights, and her final concert night became the largest-ever staged in Singapore with an attendance of 63,000 fans. Sports enthusiasts were equally enthralled with live sporting action during the HSBC SVNS SGP, FIFA world cup qualifiers, FIBA 3x3 Asia Cup, WTT Singapore Smash, Singapore Badminton Open and FIBA Intercontinental Cup. Innovative concepts such as the fitness racing series Hyrox was also hosted at the Singapore Sports Hub.
In the second half of the year, the Hub welcomed back-to-back entertainment from Mando and K-pop artists. This included two Asian titans - Andy Lau and Jay Chou - entertaining regional visitors, some of whom took the opportunity to attend both concerts during the three-night overlap.
As part of the Kallang Alive Masterplan, the Sports Hub welcomed two new additions to its precinct, the Kallang Tennis Hub and Kallang Football Hub. This year, it once again hosted a series of National School Games finals including new additions like Cross Country, Tennis and Judo. The Sports Hub also continued to thrive as a community space, where the 100PLUS Promenade and OCBC Square bustled with organic and organised fitness activities by community groups.
PHAR brokered two new sponsorship for the Singapore Sports Hub this year - Hilton and Canadian 2-4-1 Pizza - as well as securing a renewal of Asia Pacific Breweries' (APB) partnership for an additional four years.
