Published March 26, 2009

SingTel gained from being F1 sponsor

By NISHA RAMCHANDANI

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SINGAPORE Telecommunications (SingTel) says that taking on the title sponsor role for the Formula One race last year had strengthened its brand name and built up brand awareness.

Ms Chua: SingTel will ramp up its sponsorship activities to bring the magic of the races to everyone and not just hardcore fans

As a result of its association with the race, it has seen improvements in customer perception of 'key brand attributes' such as innovation and customer experience, based on feedback from customers here in Singapore as well as in overseas markets.

'This sponsorship has been a great platform to . . . position the brand on an international level,' said group CEO Chua Sock Koong at a press conference yesterday, adding that brand building is a long-term investment.

Taking into account the global financial crisis, 'we will manage our overall advertising and promotional budget in line with our revenue', SingTel Singapore chief executive Allen Lew said. The budget usually varies with revenue.

However, Mr Lew declined to comment on whether the amount invested this year as title sponsor is comparable to last year.

While SingTel did not reveal actual figures, last year's investment amount is believed to be in the region of around $15 million.

And this year, SingTel will ramp up its sponsorship activities to 'bring the magic of the races to everyone, not just hardcore fans', added Ms Chua.

One pair of 2009 F1 tickets will be up for grabs each week from now till the week of the race at www.singtelrace.com.

There are Bay, Padang and Pit grandstand tickets as well as premiums collectively worth over $100,000 to be given out.

The SingTel Grid Girls will also be back in a 16-part television series that will air from today.

In addition, SingTel's race car simulators will be available at 13 roadshows, the first of which kicks off at Parkway Parade on March 27-29.