The 2018 FIFA World Cup Russia has appointed Singtel Media as the sole media sales distributor of advertising airtime in Singapore. Following the appointment, Singtel Media will be the single touch point for advertisers, offering customised advertising solutions across Singtel, StarHub and Mediacorp platforms.
Goh Seow Eng, managing director of home, consumer Singapore at Singtel, said that Singtel Media has already received strong interest from advertisers across various sectors. This includes banking, insurance, F&B and consumer electronics sectors and mobile phone makers, reflecting the broad appeal that the World Cup has.
Earlier this week, Singtel announced that it will also be working with StarHub and Mediacorp to bring the World Cup to Singapore for the first time. All three broadcasters will be offering live coverage of the 64 World Cup matches These matches will be broadcasted on platforms such as Singtel TV, Singtel TV GO, StarHub TV, StarHub Go and Toggle. In addition, nine selected matches will also be available on free-to-air channel Okto.
“FIFA World Cup is the biggest sports event of the year and all eyes will surely be on it in June. The sheer scale of this marquee event, along with the combined reach of all three media platforms, makes this a unique proposition for media agencies and advertisers to get their messaging across to their audiences effectively,” Callie Ng, head of general business, StarHub said.
Earlier this month, CNBC had reported that FIFA is currently facing challenges in bringing sponsors onboard for the 2018 World Cup in Russia despite the event being two months away. This is as a result of a drop in the number of companies signing sponsorship deals, as compared to the same period before the 2014 World Cup in Brazil. However, long-term partners such as Coca-Cola, Hyundai-Kia Motors, Visa and Adidas were retained along with a number of new partners.