ONE Championship taps in Joseph Schooling to add marketing punch

ONE Championship has appointed Joseph Schooling (pictured) as an ambassador, which will see him exclusively promoting ONE Championship sporting events. This will see the Olympian supporting his favourite ONE Championship athletes on social media or in person when his schedule permits, the statement added.

The deal comes shortly after The Schooling Company appointed Dentsu Sports Asia (DSA) as the commercial partner for Joseph Schooling for the next stage of the swimmer’s career after turning professional. DSA is tasked to help Schooling in matters such as advertising and managing commercial and strategic opportunities and advising on the training facilities prior to the swimmer’s major competitions.

According to Schooling, he has always identified with the values of ONE Championship and thinks it is an important factor to any partnership. "I have always had a great time at their events, so as ambassador of ONE Championship, I am looking forward to sharing the positive values of ONE Championship to everyone," he added.

Chairman and CEO of ONE Championship Chatri Sityodtong described Schooling to be a "tremendous athlete" and a "wonderful young man" who embodies the true values of ONE Championship. "He is the perfect example of how, with hard work and dedication, we can achieve many great things. I am very proud of this young man for what he has accomplished at such a young age, and happy for him to be a part of the growing ONE Championship family," he added.

This appointment comes after DBS inked a three-year partnership with Schooling until 2020, which will see both parties reaching out to next-generation Singaporeans through a series of community activities and social media engagements.

Earlier this year, Hugo Boss also chose Schooling as its first Singaporean BOSS ambassador. As part of the partnership, the brand will release a series of short video clips starring Schooling, with a full video released at the re-opening of the BOSS store at The Shoppes at Marina Bay Sands on 25 May 2018. Last year, Nestle Singapore's MILO brand also picked the Olympian as brand ambassador for MILO Gao Siew Dai.

Most recently, ONE Championship (ONE) partnered with Adobe to deliver enhanced viewing experiences to audiences around the world. The company is leveraging Adobe Experience Cloud – including Adobe Analytics, Adobe Audience Manager, Adobe Campaign, and Adobe Target – to help them continue to attract and retain loyal viewers beyond the 136 countries where ONE Championship is broadcast.

Chatri Sityodtong, CEO and Founder, ONE Championship said of the partnership, “Adobe is much more than a solution vendor to us. They are a trusted partner on our journey to becoming a true Experience Business. Through this partnership, our immediate goal is to extend our viewer base of 1.7 billion from the traditional TV platforms onto ONE’s mobile app. We are now in the right place at the right time, in the midst of the mobile revolution in Asia.”

He added that the nature of martial arts lends itself well to a mobile-first and digital-first kind of sport. Our action-packed bouts are so intense, they often last an average of three to five minutes, making for bite-sized, snackable videos that are perfect for mobile.

Mahesh Subramanian, CTO, ONE Championship said ONE Championship is just beginning to roll out its OTT (over-the-top) programs.

“To move forward successfully, we need to understand our viewers’ demographics, their user patterns, their likes and dislikes, and how they are engaging with us. With Adobe, we will establish a single source of truth through analytics, and that will give us greater visibility and a better understanding of our viewers’ data, which we can in turn derive insight from and tailor the best, personalised content to them. We will also be able to build unique audience profiles for A-B testing, and better campaign targeting as we engineer the user journey,” he added.

“Adobe looks forward to a fulfilling journey alongside ONE Championship as they modernize the centuries-old sport for the digital age, creating exhilarating experiences that go far beyond the physical space and stadiums, and direct to viewers around the world. We are proud to be supporting them with Adobe Experience Cloud as they continue their journey to become the biggest global sports media company and The Home of Martial Arts for the world,” said V.R. Srivatsan, Managing Director, Southeast Asia, Adobe.

Read also:
Singtel inks deal with ONE Championship to produce martial arts content
ONE Championship pushes into the content space with documentary series
Former Mediacorp CCO Jack Lim heads to ONE Championship
PR firm appointed to handle Joseph Schooling’s personal branding