Singapore Indoor Stadium joins MasterCard global sponsorship assets

It has tied up with Singapore Indoor Stadium (SIS), in an agreement brokered by World Sport Group. The sponsorship will see the VIP Lounge at SIS rebranded as the MasterCard SIS VIP Lounge.

Its invited guests will get to enjoy the full benefits of the VIP Lounge before and after events, as well as direct access to their VIP seats via the lounge. There will also be access to parking via a private driveway.

Other sponsorships under MasterCard global sponsorship assets are the MasterCard Center in Beijing (the sports venue used for the 2008 Olympic Games) and the MasterCard Centre for Ice Hockey Excellence in Toronto.

Last year, the payments and technology company sponsored the Rugby World Cup 2011 in New Zealand and has recently renewed its official partnership with the UEFA Champions League until 2015.

Stuart Cameron, vice president, regional marketing, Asia Pacific, Middle East and Africa of MasterCard Worldwide, noted that sponsorship is a critical component of an overall integrated marketing mix for MasterCard Worldwide. 

He went on to say that its sponsorship strategy capitalises on consumer passion to influence behavior and drive profitability for its customers and merchants.

“By associating with and leveraging leading properties and events around the world, MasterCard offers customers and cardholders access to ‘priceless’ experiences which in turn, builds brand preference, drives acquisition and increases card usage,” he told Campaign.

This offers the opportunity for MasterCard’s customer financial institutions to bolster the success and profitability of existing MasterCard portfolios as well as to develop and issue themed cards. “With this relationship, we also have the capacity to reach new audiences and raise awareness about our commitment to customers and cardholders,” he added.

Adrian Staiti, senior vice-president, stadiums and arenas at World Sport Group, told Campaign that while this is the first sponsorship at the VIP Lounge at SIS, the group has secured several other sponsors for the stadium, which will be announced soon. He declined to disclose the terms of the MasterCard sponsorship.

“We worked closely with MasterCard to provide a customised sponsorship program which meets their broader marketing objectives and which provides a return on objectives (ROO),” he added, noting that he customised sponsorship program will also be available at the Singapore Sports Hub eventually.