Services
Brand strategy
Digital
Sectors
Leisure & hospitality
Property & real estate
Public sector & government
Location
Singapore
Services
Brand strategy ,
Digital
Sectors
Leisure & hospitality ,
Property & real estate ,
Public sector & government
Location
Singapore

Positioning a world-class experience as accessible to all.

The 35-hectare Singapore Sports Hub is the first and largest sports facilities infrastructure Public-Private-Partnership (PPP) project in the world with an estimated construction cost of S$1.3b. A complex project, it brings together a consortium of commercial partners with a legion of government agencies.

Prior to launch, Sedgwick Richardson was appointed as the lead branding agency with the remit of positioning the Sports Hub brand.

The challenges & opportunities

1
1

How do we strategise and position the Singapore Sports Hub brand experience to galvanise a sporting culture among Singaporeans?

2
2

How do we help navigate the sensitive topic of commercial naming rights for the Sports Hub?

The role of the Sports Hub brand

Our journey began by understanding the dual role that the Sports Hub brand needed to play: as both a prestigious destination for sporting & leisure events and as source of shared passion between participants, performers and spectators.

The Sports Hub’s multi-dimensional placebrand experience was composed of its location, events and culture and was designed to expand Singaporeans’ world of leisure. This means that the brand needed to appeal to diverse stakeholders.

Brand platform

A brand platform was created that articulated the Sports Hub proposition on several levels, from the Vision and Mission, through to the Brand Positioning, Promise and Purpose.

Commercial naming

The decision around the commercial naming rights for the Sports Hub was always going to be a contentious one for such a high-profile public asset.

Working alongside a research agency, we were involved in both the design of the research itself as well as the presentation of the findings for a cabinet-level recommendation. Among answering other questions, we were able to help establish the level of national awareness and Singaporeans’ attitudes towards the concept and corporate sponsorship along with their degree of acceptance of commercial naming.

Brand personality

And to facilitate the direction for expressing the brand, we created a conceptual territory for the Sport Hub brand personality and brought this to life through three different directions to build consensus and aid decision-making.

Results

Since opening its doors, the Sports Hub has established itself as a popular sports, entertainment and lifestyle hub and a venue for major international, regional and local events, hosting the successful 2015 SEA Games, 2016 Singapore National Day Parade, BNP Paribas WTA Finals, HSBC Singapore Rugby Sevens, International Champions Cup and superstars Madonna, Coldplay and Jay Chou among many, many others.

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