The Kallang makes its play for sports ownership with new football series

The Kallang Group is stepping further into sports property ownership with the launch of its first proprietary sports property, an international football series bringing Brazil, Japan and Paraguay to Singapore this November.

Developed in partnership with Dentsu Sports International (DSI), the inaugural "Mizuho blue challenge – The Kallang football series Singapore" will take place at the National Stadium from 13 to 17 November, with Singapore joining the three visiting national teams for four matches across three match days.

The new property forms part of The Kallang Group's push to evolve beyond operating venues and towards creating its own sports, entertainment and lifestyle experiences. Through the series, the group is looking to build flagship experiences that engage audiences while tapping into emerging opportunities around major sporting events.

Don't miss: The Kallang Group picks new PR agency

The tournament also marks The Kallang Group's first partnership with DSI, which leads dentsu's global sports and entertainment business and works across areas including commercial rights, sponsorship, fan engagement and events.

Mizuho Financial Group has come onboard as title sponsor of the series, while Shopee is an official partner. The tournament will also form part of the Singapore-Japan 60th Anniversary celebrations, marking six decades of diplomatic relations between the two countries.

"The 'Mizuho blue challenge – The Kallang football series Singapore' represents a significant milestone in The Kallang Group's growth as we evolve from operating venues to creating world-class event properties that Singapore can proudly call its own," said Daryl Yeo, chief operating officer and chief experience officer at The Kallang Group.

Yeo added that as the group expands its portfolio of signature events, the tournament reflects its commitment to bringing premier sporting action to Singapore and creating more opportunities for fans and communities to come together.

Meanwhile, Tomonori Ito, managing director of Dentsu Sports Asia, said Singapore provides an ideal setting for international sport, adding that DSI and The Kallang Group share an ambition to create premier football events in the region.

"As part of the SJ60 celebrations, we are delighted to play our part in bringing people together through the shared passion for football," said Ito, adding that the partners believe the series has the ingredients to become a fixture on the Asian football calendar.

The launch builds on The Kallang Group’s broader push to use marquee sporting events to shape the precinct as a destination for sport, entertainment and shared experiences.

Earlier this year, The Kallang Group used HSBC SVNS Singapore 2026 to reinforce its ambitions to position The Kallang as more than a sporting venue. Held alongside the Southeast Asian 7s finals, the event was the first major international sporting event staged at the precinct since its rebrand from the Singapore Sports Hub in November 2025.

At the time, Michelle Yip, group head, brand, marketing and communications at The Kallang Group, told MARKETING-INTERACTIVE that marquee events were opportunities to bring the wider community together. The group has been pairing headline sporting events with inclusive and family-friendly fringe activities as it positions The Kallang as a destination bringing together sport, entertainment and lifestyle experiences.

Related articles: 
The Kallang Group launches new app with Deloitte as first digital partner 
The Kallang Group names new group head, brand, marketing and comms    
Sports and concerts drive APAC travel as fans prioritise experiences