Sport Singapore picks creative agency for TeamSG at ASEAN Para Games

Sport Singapore has appointed integrated creative agency DSTNCT as the creative, branding, and social content partner for Team Singapore (TeamSG) at the 13th ASEAN Para Games in January 2026 and the 33rd SEA Games in Thailand.

The appointment comes as Singapore sends its largest contingent yet, with 930 athletes, more than half making their debut, as the nation builds on its strong showing at Paris 2024. National leaders, including prime minister Lawrence Wong and senior minister Lee Hsien Loong, have publicly rallied support, highlighting sport’s role in fostering national pride and unity.

As the appointed agency, DSTNCT will lead the creative narrative for TeamSG under the theme “One team, one dream, one of us,” which frames athletes as neighbours, classmates, and colleagues rather than traditional sports icons. The campaign aims to deepen national affinity and relatability across generations, building on the emotional storytelling established during Paris 2024.The campaign aims to deepen national affinity and relatability across generations, building on the emotional storytelling established during Paris 2024.

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In addition, the agency’s work spans the full campaign cycle, from pre-games engagement to post-games celebrations. Leading up to the games, DSTNCT rolled out nationwide visuals and estate banners to build emotional investment, alongside an athlete storytelling series spotlighting the team behind the team.

During the games, the agency is providing real-time content, highlights, scorecards, and human-interest stories, while also hosting an interactive TeamSG pop-up exhibition at Kallang Wave Mall, where visitors can attempt athletic challenges, hear stories from athletes, and share messages of support online.

Post-games, the agency will continue coverage through an island-wide welcome home campaign and content celebrating medalists, debutants, para-athletes, and teams, recognising not only podium moments but perseverance and growth.

“Team Singapore represents who we are as a people. Our athletes are one of us. Everyday Singaporeans whose dreams drive them to represent our country. We’re honoured to help Singaporeans see themselves in these stories and unite behind our contingent," said Alexandria Yeo, business director at DSTNCT. 

“This campaign is not just about winning medals, it’s about winning hearts. Especially among young Singaporeans who will become tomorrow’s athletes, supporters and advocates,” said Matthew Zeng, managing director and co-founder at DSTNCT.

“We want every child, parent and senior to see themselves in TeamSG — of hopes, aspirations, grit and triumph," he added. 

The 13th ASEAN Para Games is scheduled to take place later this month from the 20th to the 26th of January. It will be held in Nakhon Ratchasima Province, Thailand and will feature a record number of 19 sports. Meanwhile, the 33rd SEA Games was held on the 9th to 20th of December last year in Bangkok, Chonburi and Songkhla, Thailand. 

Meanwhile, in August 2025, Sport Singapore appointed Team Lewis as its public relations agency following a competitive pitch.

The two-year contract, with an option to extend for a further year, positions Team Lewis to provide strategic communications support across Sport Singapore’s portfolio of initiatives, including flagship programmes such as GetActive! Singapore, SportCares, Active Health, and Team Nila. The agency’s responsibilities will span communications strategy, media relations, issues management, and on-ground support for events and activations, reinforcing SportSG’s broader mission to make sport a way of life and showcase Singapore as a vibrant sporting nation.

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