ONE is the national airline of Singapore; the other is a major driver of tourism dollars.
Based on their profiles alone, few would argue against the fact that the marriage between Singapore Airlines and the Formula One Singapore Grand Prix is a match made in cross-promotional heaven.
Announced last week, the union will see the next two editions of the night race take the airline’s name in exchange for an annual fee believed to be worth $10 million to $15 million. That is said to be “close to” the amount that predecessor SingTel paid Formula One Group in each of its six years as title sponsor of the event, dubbed the jewel in the F1 crown.
While this announcement comes on the back of similar mega deals in recent months involving naming rights of venues and events, and is good for Singapore sports, there is also no running away from the fact that only a fraction of the amount is trickling down to the national sports associations (NSAs) and their elite athletes.
Can sports sponsorship here go beyond "big name" deals?
Không có nhận xét nào:
Đăng nhận xét