MES Group inks three-year deal for naming rights to Mediacorp theatre

SINGAPORE — The 1,500-seater theatre at Mediacorp Campus in one-north will now boast a new name, after a property and logistics solutions firm inked a three-year naming rights agreement with Mediacorp.

It will be called MES Theatre at Mediacorp, taking on the name of MES Group, which provides integrated property and logistics solutions to companies of all sizes in building and construction, and other industries. 

The MES Group logo will be present in the theatre. The deal, which was signed on Friday (Sept 23), also includes exclusive advertising rights at the theatre. 

The theatre, which opened its doors in December last year, has so far housed symposiums, product launches and large-scale events such as the President’s Star Charity and Star Awards 2016.

MES Group declined to comment on the value of the deal.

Chief executive officer and founder of MES Group Mohamed Abdul Jaleel regards the sponsorship as “a milestone in the history of MES Group”, adding that it extends the group’s resolve to take the brand and its services for its clients further. 

“It’s symbolic of our long-term partnership with our valued clients, friends and supporters over many years, and our commitment to give back to the community. As MES marks its 40th anniversary, the MES Theatre at Mediacorp represents the starting point of a new and exciting era,” he said. 

“We love the fact that MES Theatre at Mediacorp is more than an entertainment platform. There is a vibrant community aspect to it that is very appealing to us.”

Mediacorp’s chief commercial officer Jack Lim added that he was “thrilled that MES Group is investing in putting its name on the theatre”. 

“A centre for entertainment, the performing arts, cultural and community activities, the theatre offers a great fit for branding MES Group, an active corporate citizen in Singapore,” Mr Lim said.

Going forward, Mr Lim said that Mediacorp “will continue to do many more shows in the theatre”, adding that there will be an exciting programme line-up next year that he is confident “will both excite and entertain the audiences”.

“We will continue to add on to what I think is already a set of very impressive titles,” Mr Lim added, citing family-entertainment show Barney’s Greatest Hits Live On Stage and homegrown satirical news-based comedy performance The Noose & Kakis: 11 Months of Fresh Air as some examples that were previously held at The Theatre at Mediacorp, before it underwent its name change.

Emphasising how the MES Theatre at Mediacorp is more than just about being the latest performance venue in town, Mr Lim said it is also “an important extension of Mediacorp’s values, and allows us to better engage and entertain the multiple consumer segments that we serve”. 

These include SMEs, family groups, school children, young adults, and newsmakers, he said.

“We will keep a very open mind as we expand — that will be important as we continue to explore new and creative ways to both shape the brand for the MES Group and, at the same time, better serve our audiences,” he noted.

Mediacorp is expected to complete its move from Caldecott Broadcast Centre to Mediacorp Campus in the first quarter of next year.