Singapore Sports Hub taps Mutant Communications for PR duties

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Singapore Sports Hub has appointed Mutant Communications as its public relations agency. The appointment followed a pitch which was called in August and concluded in October. The pitch saw a total of five agencies vying for the account, including Weber Shandwick.

The appointment comes as the hub seeks to strengthen its positioning and thought-leadership through a public relations strategy. According to a press release, Mutant was chosen for its creative, refreshing and 360 degree approach to reaching new audiences and building brand affinity. The incumbent agency was Weber Shandwick.

Wendy Tan, AGM, marketing and commercial, at Singapore Sports Hub, said the brand is at a pivotal moment where Singaporeans are looking for meaningful connections and experiences more than ever, and Singapore Sports Hub has plans to tap into that. “Mutant demonstrated a strong understanding of consumers and I’m confident that with their partnership, we’ll be able to deepen engagement with consumers, partners and government stakeholders,” she added.

Lina Marican, Mutant’s managing director, said: “Singapore Sports Hub is an iconic brand, and we’re thrilled to take them through the next transformational phase. We look forward to driving an integrated communications campaign to bring the joy of exciting events, sports and lifestyle activities to consumers.”

The Singapore Sports Hub celebrated its fifth anniversary this year. It has however, faced a tumultuous year with COVID-19. At the start of the year, it had to face the abrupt cancellation of the highly-anticipated performances of "Disney on Ice: Live Your Dreams", which was originally scheduled to start one week after the announcement. The show was cancelled by the promoters just days after the Singapore Sports Hub released a statement saying that it will be proceeding with the show amidst the uncertainty that COVID-19 brought in its earlier stages.

According Singapore Sports Hub, the cancellation was due to the "growing global threat" of COVID-19, as well as public health concerns and increased travel restrictions in the region. The Singapore Sports Hub also proceeded to give full refunds to all who have purchased tickets.

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