asn index/singapore: sponsorship market snapshot 2014 (exec summary)

MARKET ANALYSIS Singapore 2012-‐2014 Report compiled: 18th June 2015

© Asia Media Partners Pte Ltd.

2014: Singapore Rebounds Posi1ve, posi1ve, posi1ve. A7er a wintery four years of next to no growth, 2014 was a year of undeniable recovery for Singapore. The ASN Index: Singapore saw improvements across all of its key market indicators at the same 1me as the whole of Asia enjoyed a record growth year. The marketplace gained USD38.5m (26%) in value terms – from USD147m to USD185m. There were also strong gains in the volume of deals in the market: the number of acQve, individual deals (not including Withdrawals) increased 39% from 1,256 to 1,743. This volume growth was well above the regional Index’s growth rates (3%) proving Singapore sQll has the capability – and the market capacity – to grow exponenQally when it comes to Sponsorship investment in comparison to the rest of the Asian marketplace. This year, the gains (in value) were skewed in favour of the Non-‐sport side of the market : -‐  Sport: gained USD17.7m and 20.3% YoY -‐  Non-‐sport: gained USD20.9m and 34.9% YoY 1. Genres. Once again, because of the Event genre’s dominance of the local market, if Events move, Singapore moves. In 2013, Events so]ened and the market followed; in 2014 the opposite happened as the Genre put in a 49% swing over 2013. PosiQve news, but a story of over-‐reliance in one Genre of Sponsorship is emerging… 2. Pla1orms. Two sister plaaorms combined to contribute to the market’s upQck in Sponsorship investment – AthleQcs and MulQ-‐sports. Together, these plaaorms now consQtute just under one third of all Sports spend in Singapore (USD33m, or 31% of Sport spend). In 2013 they represented 23% of the market so there are big moves here. 3. Categories. Travel & Tourism registered the biggest relaQve and absolute gains in 2014, adding close to 15m to the local Index which represented a 177% gain and a reversal of its 13% loss in 2013. Their contribuQon to Sport was even more impressive as the 3rd largest contributor and 18% share of all Sport spend. These gains came from 55 new deals (Sport and Non-‐sport) entering the market (versus 37 in 2013).

ASN Index: Singapore, 2010-‐2014

Deal Volume: 2010-‐2014

HINT: TRENDS Simply look at the tabs in the Trends file, as long as you have YoY comparisons built in; don’t try and pick through the raw data

2

Sport vs. Non-‐sport splits

Spend by Genre, Singapore, 2007-‐2014

Steve Dainton, ITTF, Marke1ng Director "...ASN has been an interes=ng analy=cal tool to help us gather informa=on when preparing our sponsorship strategies. It helps us understand the Asian sports sponsorship marketplace especially the prices sponsors pay for certain proper=es.” Contact us for more details: +65 8722 2147, [email protected]

NAVIGATING THE BLUR OF NON-TRADITIONAL MEDIA

INDEPENDENT INSIGHTS ASN operates the only industry intelligence source for Asia’s fastest growing communications channel. We enable the buyers and sellers – and planners – of Non-‐traditional Media in Asia to operate faster and

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SERVICES:

COMMUNITY: FOSTERING BUSINESS •  Industry Directory -  BUY: Brand Owners -  SELL: Rights Owners

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DATA: METRICS •  Analytics Dashboard -  Marketplace trends -  Deals & their values -  Investment and price

benchmarks

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$4.68b Peak Sponsorship volumes recorded

in 2014 (and still counting…)

3,400 Number of articles in ASN’s

News Archive

12,500 All-‐time number of brands who have sponsored a platform in Asia… logged in our database

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