Singtel to support Team Singapore in five-year deal

Singtel also announced a partnership with ESPN Star Sports to broadcast "unprecedented coverage" of the London 2012 Olympic Games later this year.

Alan Lew, chief executive of Singtel, told Campaign that the telco would be aggressively marketing its partnership with the SNOC.

He said an integrated campaign spanning traditional and digital media platforms would be launched in the coming months.

“There will be a range of activities that will ignite the flames of support for Team Singapore at the London 2012 Olympic Games. We will also unveil an iconic symbol in the centre of town 100 days before the start of the Olympic Games,” added Lew.

ESPN Star Sports, in partnership with Singtel, will provide round-the-clock coverage on the Olympic Games across 13 channels, with free access for all subscribers.

Manu Sawhney, managing director of ESPN Star Sports, said, "Fans can look forward to the most entertaining and engaging presentation ever of the Olympic Games."