Sport Singapore calls for PR pitch

Sport Singapore (SportSG) has called a pitch for public relations services as it looks to bolster its mission of making sport a way of life and positioning Singapore as a vibrant sporting nation.

The statutory board, under the Ministry of Community Development, Youth and Sports, is seeking an agency to deliver strategic communications support across its diverse programmes and initiatives.

According to tender documents seen by MARKETING-INTERACTIVE, the contract will cover communications strategy, media relations, issues management, and on-ground support for projects ranging from GetActive! Singapore and SportCares to Active Health and Team Nila.

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The appointed agency will also be expected to drive positive media narratives, amplify key initiatives, and strengthen SportSG’s connections with Singaporeans through integrated storytelling and earned media efforts.

The contract will be for two years, with the option to extend for one more year. 

The agency’s remit includes developing communications plans for both business-as-usual work and major campaigns, managing media engagement across local, regional and select international titles, and cultivating relationships with key opinion leaders. This extends to proactive media pitching, drafting press materials, managing press events, and handling on-site media relations at SportSG activations.

SportSG is also prioritising crisis readiness in this pitch. The agency must provide counsel and crisis support within one hour of notification, develop frameworks, and monitor sentiment in real time. Additionally, the agency will be required to deploy service personnel on-site at SportSG’s offices when needed, and provide a dedicated team comprising at least four senior communications professionals, including an account lead with a minimum of eight years’ experience.

Reporting and measurement will be a key focus. The agency must deliver weekly progress updates, monthly reports analysing campaign effectiveness, and post-event media coverage reviews with recommendations for continuous improvement. A strong network across local media and a proven track record in sports, health, lifestyle or public service sectors is a prerequisite for all bidders.

Mutant Communications was the incumbent, having been appointed as its PR agency back in August 2023. 

The pitch underscores SportSG’s commitment to shaping a dynamic sports culture, nurturing sports champions, and growing the industry as part of its long-term vision for a sporting Singapore. Just earlier in February this year, SportSG teamed up with Singapore Tourism Board (STB) and the National Basketball Association (NBA) to bring a series of NBA events to Singapore.

Commencing this June, the NBA, SportSG and STB will launch a new, multiday immersive basketball and entertainment festival in Singapore culminating with the “NBA rising stars invitational,” the league’s first regional high school basketball tournament that will feature boys’ and girls’ teams from ten countries and territories across Asia-Pacific (APAC). The tournament will be held at the Kallang Alive Precinct from 25 June to 29 June. 

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