Singapore Athletes Seek Private Funding Amid Government Limits

In Singapore, the struggle for private funding in sports is becoming increasingly evident as athletes and national sports associations (NSAs) seek to supplement government support. Water polo player Lee Kai Yang, a national team captain and three-time Southeast Asian Games gold medallist, faced challenges in securing partnerships with companies when he first approached them in 2017. Lee noted that many brands viewed athletes merely as influencers, focusing more on social media popularity than on their sporting achievements. This disconnect highlights a broader issue within Singapore’s sporting ecosystem, where elite athletes and NSAs often grapple with limited financial backing from the private sector.

Funding Landscape and Challenges

Interviews conducted by Channel News Asia (CNA) reveal that there is little publicly available information on the ratio of private to government funding in Singapore’s sports sector. In 2017, Sport Singapore (SportSG) provided funding to 45 out of 63 eligible NSAs to support various initiatives including training facilities and high-performance sports plans. More recently, the government announced an investment of approximately S$70 million (US$54.5 million) into the national high-performance sport system in 2022. Despite this, there is a growing sentiment among stakeholders that the reliance on government support cannot sustain the needs of athletes.

The One Team Singapore Fund, established in 2017, was designed to encourage private donations by matching contributions dollar-for-dollar from corporations. Early contributors included Deloitte and Fullerton Health, which pledged S$150,000 and S$250,000, respectively. Since then, over 90 corporates have participated. Despite these initiatives, funding from the private sector remains low, accounting for less than 1 percent of total donations in the last fiscal year, with contributions rising from S$7.9 million in FY2021 to S$13 million in FY2023.

Corporate sponsorships often favour popular sports or well-known athletes, leaving those in less visible disciplines struggling. James Walton, leader of Deloitte Southeast Asia’s sports business group, described the overall funding landscape as “pretty depressing,” noting that many companies are hesitant to sponsor sports due to a perceived lack of return on investment.

Grassroots Efforts and Cultural Perceptions

Former national fencer Nicholas Fang emphasised the need for NSAs to seek sponsorship beyond government support. He pointed out that many associations lack the resources and expertise to secure private funding. For instance, the Singapore Sailing Federation faces challenges in promoting sailing, a sport that may not resonate with the general public. CEO Leslie Tan stated that securing sponsorships often entails overcoming numerous rejections.

The Singapore Canoe Federation and other sports bodies share similar experiences, with their general manager Matt Lee highlighting the importance of corporate sponsors for developing self-sustaining revenue streams. For sports like wrestling and rugby, where local interest is limited, sponsorship often relies on connections to individuals with ties to countries where these sports thrive.

Moreover, Walton noted that Singapore’s small domestic market complicates the ability of companies to gain substantial marketing returns compared to larger regional markets like Indonesia and Thailand, where private funding significantly supports sports.

Creating Opportunities Through Storytelling

Despite these challenges, some companies are stepping forward to support Singapore’s athletic community. Small and medium enterprises (SMEs) like Adonis Skincare and Major 99 are engaging with niche sports such as tchoukball to connect with younger audiences. Shane Cheng, founder of Major 99, emphasised that partnering with emerging sports could provide a competitive edge for Singapore.

Companies like Sunrise & Company have been fixtures in Singapore’s sports scene, providing support since the 1973 Southeast Asian Peninsular Games. Their head of promotions, Shaan Seth, stated that investing in athletes fosters community relationships that ultimately benefit their brand.

Yeo’s, a major beverage company, extended its partnership with Olympic bronze medallist Maximilian Maeder in 2022, pledging an additional S$180,000 to the sailing federation. CEO Ong Yuh Hwang expressed that the company prioritises long-term relationships over immediate financial gains.

To further enhance sponsorship opportunities, experts suggest that SportSG establish a national sponsorship platform to match sponsors with athletes and teams. This initiative could streamline the sponsorship process, making it more accessible for new entrants.

Many stakeholders advocate for a shift in how NSAs view sponsorships, encouraging a more collaborative approach. The Singapore Golf Association has successfully engaged sponsors by offering unique experiences, such as introductory golf sessions led by sponsored athletes. This allows for personal storytelling that resonates with potential sponsors.

As Singapore Athletics noted, there has been a significant increase in corporate interest, with the number of partners growing from five to eleven within six months. This surge is attributed to the impressive performances of athletes, including record medal hauls and the rise of stars like Shanti Pereira and Loh Kean Yew.

Ultimately, the key to improving private funding in Singapore sports lies in effective storytelling and building authentic relationships between athletes and sponsors. Athletes like Lee Kai Yang have adapted by presenting their unique selling points to potential partners, emphasising collaboration for mutual benefit.

Despite the existing hurdles, experts believe that the evolution of Singapore’s sports scene is underway. Fang remarked on the increasing excitement among corporates about sports opportunities, underscoring the need to embed a sporting culture into the national identity. This cultural shift is essential for attracting sponsors to engage with sports associations instead of waiting for them to seek out funding.