Sports

OUE is new title sponsor of S’pore Open

OUE Limited Executive Chairman Stephen Riady (foreground, left) and Singapore Badminton Association President Lee Yi Shyan (foreground, right) striking the gong at the unveiling of OUE as title sponsor of this year's OUE Singapore Open badminton championships. Photo courtesy of OUE Singapore Open 2014.
OUE Limited Executive Chairman Stephen Riady (foreground, left) and Singapore Badminton Association President Lee Yi Shyan (foreground, right) sealing the partnership for OUE to be the title sponsor of this year's OUE Singapore Open badminton championships. Photo courtesy of OUE Singapore Open 2014.
Property company comes on board with a six-figure sum for one year
Published: 4:03 AM, February 14, 2014
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SINGAPORE — The Singapore Badminton Association (SBA) has found a new sponsor for its premier international tournament, the Singapore Open 2014.

At a press conference yesterday, the national sports association unveiled publicly-listed property group OUE Limited as the new title sponsor of the meet, which will be the fifth stop in this year’s MetLife BWF World Championship Superseries.

It is understood that OUE’s title sponsorship is worth a six-figure sum for a year, with a view to renewing it.

But total prize money for this year’s tournament, which counts former Olympic and world champion Taufik Hidayat of Indonesia and Thailand’s Boonsak Ponsana as former winners, has also risen to US$300,000 (S$380,260) from US$250,000 last year.

Although the sponsorship is for one year, the SBA is hoping to establish a long-term relationship with its new sponsor.

“We are hoping that we can work with them on a long-term basis,” said Singapore Open organising committee chairman Ng Yoke Weng.

“This is a period where we are getting to know each other and trying to be comfortable with each other too. Hopefully as the relationship between OUE and the SBA develops, we can talk about a long-term deal.”

Although this is the first time that OUE is sponsoring the Singapore Open, it is not the company’s first foray into badminton sponsorship in Singapore.

Four years ago, Dr Stephen Riady, the company’s Executive Chairman, who is also the patron of the SBA, donated S$1 million to the association to develop its school partnership programmes. Riady said OUE’s sponsorship of the Singapore Open is its way of contributing back to society.

“Through this, we at OUE hope to contribute to the development of badminton in Singapore and expose local players to international competition at the highest level,” he said. “OUE hopes to inspire a new generation of players who will not only excel in the sport, but also give back to the community through badminton.”

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