SINGAPORE - It was mooted and launched in 2008 in an effort to bring the corporate fraternity together in a friendly sporting environment, with an element of competition thrown in.

Four years on, with a total of 500 companies having taken part, its popularity is evident.

And if the teams for this year's Canon Superseries 4, which was launched last night at the Orchid Bowl @ Orchid Country Club, can have their way, they would want it to become a permanent fixture on the local bowling calendar.

The winning teams of each of the three preliminary competitions on March 30, May 18 and July 27 stand to win S$480, with the Grand Finals on Sept 28 offering S$1,000.

But money is not the main attraction.

Raymond Lim from Semb Corp is taking part in the competition for the second straight year and said it was the opportunity to hang out with colleagues in the industry that brought him back this year.

"It is a refreshing break from the everyday grind of work to get to meet with people whom you do not normally get a chance to mix with," said the 33-year-old senior manager.

"We don't get too many of such opportunities and I hope it will be something to look forward to every year."

Lim is unlikely to be disappointed as Von Chan, director and general manager of sponsor Canon Singapore, said it has been beneficial for the company as well.

They have committed S$1.25 million to the entire series and with 30 per cent of the teams for this year's series competing for the first time, Chan said it has been a worthwhile project to invest in.

"We'll do a review after the last competition next year, but I don't see any reason why we won't continue backing it," Chan said.

"It is not how much money we have invested, but the emotional contribution we have put into this.

"It has given us the opportunity to interact with our customers when they let their hair down."

The event is in line with Singapore Sports Vision 2030 which includes inter-company sports but Robin Yap, vice-president of the Singapore Bowling Federation, said it has gone beyond that.

"Apart from establishing links between business executives, the Canon series over the last few years have promoted bonding among family and friends as well.

"It has been good for us and I hope to see this event entrenched into our calendar," said Yap. IAN DE COTTA