How The Kallang is turning the Singapore Tennis Open into a digital testbed

The Singapore Tennis Open may be all about what happens on the court, but The Kallang Group (TKG) is using the tournament to test how technology can turn a one-off event into a longer-term relationship with fans.

At the centre of the push is The Kallang app, which will feature a dedicated 'Tournament hub' for the Singapore Tennis Open. Fans will be able to access player profiles, live scores, order of play, draws and real-time updates, while also browsing tournament merchandise, scoring rewards and unlocking surprise experiences.

For TKG, the app is more than a digital companion to the tournament. It is also a way to understand what visitors engage with, what they spend on and what could bring them back for another event.

Speaking to MARKETING-INTERACTIVE, Michelle Yip, group head of brand, marketing and communications at The Kallang Group, said the intention is to make technology part of the overall visitor journey rather than have it compete for attention with the live event.

We believe that technology should enrich the live experience, not compete with it.

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According to Yip, the group sees technology supporting visitors from the moment they begin planning a trip through to their experience on-site and their engagement after an event.

For the Singapore Tennis Open specifically, that means bringing tournament information, activities and offerings from across the wider precinct into one digital destination.

“We designed our events and correspondingly the digital experience beyond the avid tennis fan in mind,” said Yip, noting that tournament visits are often shared with family and friends who may be looking for different experiences.

Through the app, visitors will therefore be encouraged to explore offerings both within the tournament grounds and across the wider Kallang precinct.

From event engagement to audience insights

Getting people onto the app is only part of the equation. TKG will also be tracking how audiences interact with the digital experience to understand what resonates beyond the tennis itself.

Yip said the group will look at indicators including engagement with app features, participation in activities, dwell time, spend per visitor and customer net promoter scores (NPS).

“Success for us goes beyond app downloads or usage metrics,” she said. “It is ultimately reflected in whether visitors enjoy a more seamless, engaging and rewarding experience at the Singapore Tennis Open, and whether that experience inspires our patrons to visit us again.”

Data gathered from interactions with the Tournament Hub will also give TKG a clearer picture of what patrons value, which can then be used to refine future experiences.

That creates an opportunity for the tournament to function as more than a standalone sporting event. The interactions generated around it can help TKG understand audiences and inform how it builds future sporting, entertainment, lifestyle and community experiences.

“If a visit to the Singapore Tennis Open encourages someone to return for another sporting event, concert, lifestyle activity or community experience at The Kallang, that is a meaningful measure of success for us,” said Yip.

The approach also extends the visitor journey beyond the event itself. Following the tournament, fans will be able to access a media gallery through the app to revisit highlights and memorable moments.

Building a digital layer across The Kallang

The Tournament Hub is part of a wider technology investment across the precinct, with TKG positioning digital infrastructure as an enabler for experiences across its venues. The group has rolled out a precinct-wide high-density Wi-Fi 7 network, close to 500 Samsung AI TVs and monitors across selected locations, as well as a permanent stadium-wide d&b audiotechnik sound system at the National Stadium.

Together, Yip said these investments are intended to make it easier for visitors to access information, remain connected and navigate experiences across the precinct.

The Singapore Tennis Open will serve as a pilot for how some of these digital experiences could be applied to other events at The Kallang.

TKG is already exploring how similar approaches can be adapted across its mix of sporting, entertainment, lifestyle and community events, although Yip stressed that the features will be tailored to individual events and their audiences rather than replicated wholesale.

Insights from how visitors use The Kallang App during the tournament will help shape that strategy. Yip said: 

Our goal is not simply to digitise events, but to create memorable moments that enrich every visit and give our fans another reason to return to The Kallang.

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