FAS Inks $25 Million Sponsorship Deal With International Media Rights Company

The Football Association of Singapore (FAS) has inked a deal worth over $25 million with international media rights company MP & Silva.

The six-year deal, announced on Monday (Feb 2), will see the international firm manage media and sponsorship rights, as well as international events for the Singapore national team and the age-group teams. The company is headquartered in London and Singapore, and has 18 offices worldwide.

This is FAS’s biggest commercial partnership, surpassing the S$15 million deal signed with Tiger Beer in 2001. It is also the first time FAS is selling the commercial rights for its senior and age-group national teams.¬†And while some fans may be concerned that this could drive up costs of watching the Lions in action, FAS says it is focused on delivering more value.

Said FAS President Zainudin Nordin: “When you look at the way we’ve partnered MP & Silva, we want to ensure there are more things that we could do and offer to the fans. So let us see how we’re able to do this in a much more engaging way.”

MP & Silva will also look to maximise the commercial value of the Singapore national team and generate more interest among football fans. One way they aim to do this is by organising four to six matches a year in Singapore, pitting the national side against high-profile international teams.

The partnership will also pave the way for Singaporean players, including those in the National Football Academy (NFA) to have more opportunities for stints overseas, via MP & Silva’s network.

The company’s portfolio includes working with the likes of FIFA, UEFA, the Olympic Council of Asia and a host of European leagues including the Barclays Premier League, Italian Serie A and La Liga. MP & Silva was also recently appointed global advisor for media and commercial rights for the Football Association of Malaysia.

“They are the company behind the Belgian League, so you can see the immediate connectivity, because they’re talking about tje opportunity to expose our S.League players and our young players in the NFA to the opportunity for stints in Europe,” said Mr Zainudin. “You will see this happening more and more.”


Source: www.channelnewsasia.com

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