Sport Singapore picks new PR agency

Sport Singapore (SportSG) has appointed Team Lewis to handle its public relations duties, following a competitive pitch. The two-year contract comes with the option to extend for one more year.

The statutory board, under the Ministry of Community Development, Youth and Sports, made the appointment as part of its efforts to bolster its mission of making sport a way of life and positioning Singapore as a vibrant sporting nation.

As the appointed agency, Team Lewis will deliver strategic communications support across SportSG’s portfolio of initiatives, including flagship programmes such as GetActive! Singapore, SportCares, Active Health, and Team Nila. Its scope covers communications strategy, media relations, issues management, and on-ground support for events and activations.

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In addition, the agency will be tasked with driving positive media narratives, amplifying key initiatives, and deepening SportSG’s engagement with Singaporeans through integrated storytelling and earned media. This will include proactive media pitching, drafting and managing press materials, cultivating relationships with journalists and opinion leaders, and handling on-site media relations during SportSG activities.

Crisis preparedness is also a central component of the mandate. Team Lewis is required to provide counsel and support within one hour of notification, develop robust crisis frameworks, and conduct real-time sentiment monitoring. The agency will also deploy service personnel on-site at SportSG’s offices when necessary and provide a dedicated team of at least four senior communications professionals led by an account lead with more than eight years of experience.

Measurement and reporting will play a key role in the partnership where the agency is expected to deliver weekly progress updates, monthly reports analysing campaign effectiveness, and post-event reviews with actionable recommendations for continuous improvement.

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. 

In June, the NBA, SportSG and STB launched a multiday immersive basketball and entertainment festival in Singapore, which culminated with the “NBA Rising Stars Invitational”, the league’s first regional high school basketball tournament featuring boys’ and girls’ teams from 10 countries and territories across Asia-Pacific (APAC). The tournament was held at the Kallang Alive Precinct from 25 to 29 June. 

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