SINGAPORE — Every corner of the Singapore Sports Hub is available for advertising and sponsorship opportunities, and SportsHub Pte Ltd (SHPL) will be exploring valuations for the various venues within the 35-hectare facility as it gets completed in phases.

At the unveiling yesterday of the 100PLUS Promenade, SHPL’s chief operating officer, Oon Jin Teik, said marketing the Sports Hub to corporate companies and individuals and getting more to come in as partners are important to the success of the national project.

100PLUS, the isotonic sports drink manufactured by Fraser and Neave (F&N), signed a S$2 million cash sponsorship deal for the naming right to the 888m fully-sheltered track which, when completed, will serve as a main walkway for the public to access different venues in the Sports Hub and will also be open for running and cycling.

Ng Jui Sia, chief executive officer of F&N, also revealed 100PLUS will be the official isotonic drink of the Sports Hub and will sponsor drinks at selected events held at the venue.

Calling the 100PLUS Promenade a “strategic part” of the Sports Hub, Oon said: “It is the main connectivity around the Sports Hub’s crown jewel, which is the National Stadium and other nearby precincts.

“When the Promenade is ready and functional, we may also liven up the area, and perhaps bring up a sports art and heritage corner, so people can appreciate it here.”

Oon said the total sponsorship value that the Sports Hub is targeting is jointly set with World Sport Group, which is the exclusive commercial partner of the Sports Hub, built at a cost of S$1.33 billion.

“Every corner (in the Sports Hub) is nameable by sponsors, and each venue’s value and quantum is different, depending on the eyeballs they can generate there,” said Oon, who did not reveal the total they are targeting. “There are early adopters like 100PLUS who come in as a sponsor now, and then there are others who wait-and-see on the success of the Sports Hub and then decide again. We must now focus on selling the concept of the corporate companies moving towards sponsorship of sports.”

The past week has seen three sporting events held at three venues at the Sports Hub: The TYR 2nd South-east Asian Swimming Championships, the 6th World University Floorball Championships, and the inaugural Rugby World Club 10s.

Calling them “test events”, Oon said it is a continual process to improve the facilities and the organising of events.

“I would be lying to say everything went perfectly. These are early events that give us the opportunity to look at ways we can fine-tune certain aspects further,” he said. “For a project of this magnitude, there is still always room for improvement because everything is still raw now … Each new venue is a challenge, and we have a long way to go.”

While feedback has been largely positive, Oon pointed out the ventilation at the OCBC Aquatic Centre training pool as one area that needs to be improved. This week, the Sports Hub will host a community open house and expects 30,000 to turn up over tomorrow and Saturday (June 27-28). Activities include a walk-a-jog tomorrow as part of the “One Year to SEA Games”programme, while Saturday will feature SEA Games sports tryouts and demonstrations.

The National Stadium will also host its first arts and cultural performance on Saturday with the Singapore Chinese Orchestra set to stage its largest-ever concert.

For floating column:

Other Sports Hub sponsors:

OCBC Bank

Great Eastern

Tiger Beer

Red Bull

Pico