Lion City Sailors FC builds on social media and PR capabilities

Newly rebranded football club Lion City Sailors FC has appointed SPRG for social media and PR duties. The launch of Lion City Sailors FC comes following the club's acquisition by Singapore-based internet company Sea last month to inject fresh momentum for the Singapore Premier League (SPL).

SPRG will be working with Lion City Sailors FC until the end of the SPL season. The agency will be overseeing social media, content production, public relations and website building for the football club. According to SPRG, the agency will be building the website from scratch and focus on providing a user experience as well as enhancing the club’s branding as Singapore’s privatised professional football club.

In a statement to Marketing, Badri Ghent, general manager of Lion City Sailors, said SPRG showed deep understanding of the local football scene, particularly with the number of former sports journalists on its team. “The agency is held in good regard by the Football Association of Singapore and has demonstrated in its proposal to us that in addition to being aligned with our own vision, they understand how to instil a sense of professionalism into the communication efforts required by the club. We look forward to a long and fruitful relationship with SPRG,” he added.

According to Ghent, the football club’s main focus will be on youth development and to groom the next generation of talents. There are also plans to enhance the structure of the current youth academy. Launched with a new kit and squad, the Lion City Sailors FC will be making its debut in the upcoming season of SPL. 

Meanwhile, SPRG is no stranger to football content. In an interview with Marketing earlier this year, Edwin Yeo, general manager of SPRG said the agency has launched its second media platform called “Football Siao” which hosts in-house humourous content in the form of memes, articles and videos related to the English Premier League. Yeo added that for Football Siao, the team has an ad sales partner, a video ad-serve platform in place and in the midst of launching a gaming platform. 

Related article: SPRG ventures into production space after publishing biz to break ‘PR only’ image