The Kallang seeks PR agency

The Kallang is looking for a PR agency to manage its strategic communications and media efforts under a one-year contract, with the option to extend for an additional year, according to a tender posted on Sesami.

The tender will close today at 4:00pm. After the tender closes, all submissions will undergo evaluation. Only shortlisted agencies will be invited to participate in an in‑person presentation, said The Kallang when MARKETING-INTERACTIVE reached out. 

The scope of work includes 360 PR strategy and execution, media relations, crisis communications, social media management, LinkedIn thought leadership, and campaign planning. The agency will be expected to provide counsel to meet business objectives, manage potential or sensitive issues, and leverage both traditional and digital media channels to deliver the company’s narrative to local and international audiences.

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Key responsibilities include the end-to-end execution of campaigns, from content creation and dissemination of media assets to amplification through social media and reporting on coverage aligned with campaign objectives. The agency will also manage media programmes, secure interviews, track coverage, and maintain ongoing engagement with the company’s communications team.

For LinkedIn, the agency is expected to develop a strategy to establish thought leadership, grow followers, maintain above-industry engagement, activate senior management profiles, and produce both content and executive pulse pieces.

In terms of press office and crisis management, the agency will participate in leadership calls, develop holding statements and cleared responses, and manage media communications across all relevant channels, ensuring timely monitoring and reporting. Media training will also be provided twice yearly for company spokespersons.

In addition, the agency is expected to conduct quarterly planning sessions to identify priorities, key story angles, and opportunities for thought leadership and media exposure. Daily monitoring, weekly and monthly work-in-progress meetings, and ongoing trend sharing in PR and communications are part of the engagement’s account management requirements.

The call for a new PR partner comes as Singapore Sports Hub undergoes a major rebrand and refresh, emerging as The Kallang to reflect its position as a multi-use precinct spanning sport, entertainment, lifestyle and community. The change was unveiled by Kallang Alive Sport Management last November, now known as The Kallang Group, at a launch held at the National Stadium’s Bank of Singapore Lounge.

The rebrand is accompanied by planned upgrades from 2026, including new alfresco dining concepts, refreshed family-friendly zones, a sheltered padel ecosystem, and enhancements to the existing climb and bouldering walls. Splash-N-Surf will be transformed into a larger playscape, while the waterfront will evolve into an experiential esplanade. 

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