StarHub sees 6 brands step up as sponsors for Premier League broadcast

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Following the demand for StarHub's English Premier League subscription package, Premier+, six companies have come on board as sponsors for its broadcast of the Premier League. These include presenting broadcast sponsor Income; Gold broadcast sponsors Ogawa, Carlsberg, IG (Asia) and Lazada, as well as broadcast sponsor McDonald's. Income will be supporting StarHub's broadcast of Premier League for the next three seasons, while the remaining sponsors have inked up to two-year deals.

StarHub said in a statement that, by leveraging its technology, sponsors will enjoy a new method of brand exposure that is "more dynamic, eye-catching, and impactful than traditional TV banner advertisements". These include Centre Circle, whereby the sponsors' brand is superimposed onto the centre circle of the football field at kick-offs, and Clock Drop Down Logo, where the sponsors’ logo appears on the underside of the on-screen scoreboard.

Other sponsorship entitlements include TV advertising spots during Premier League broadcasts, OOH branding at StarHub Shops and Premier League community viewing parties, and digital banners on StarHub’s website and app.

centre circle clock drop down logo

Donovan Kik, VP, media solution, StarHub said that going beyond banner ads, it will be the first in Singapore to utilise experiential advertising solutions, to delight and engage its customers in a fresh, fun, and non-disruptive way.

"It is truly an exciting time to be a sports fan in Singapore, with the Standard Chartered Singapore Trophy 2022 earlier this month, and the upcoming season of Premier League kicking off next Saturday. With our affordable Premier+ package, we are ready to deliver a front-row experience to the most popular football league in Singapore, 'live’ on our dedicated Hub Premier channels," he added.

Meanwhile, Dhiren Amin, CMO, Income added that it is privileged to be the presenting broadcast sponsor of Premier League for the next three seasons. "Football is close to the hearts of many in Singapore and as a homegrown brand, we are excited to up our ante to bring communities together through fanhood and visual spectacle of this global sports tournament. At Income, our brand promise is 'Made Yours', and we stay customer-focused to cater to our customers’ diverse and evolving needs, not only in financial planning and fulfilling their insurance needs, but also in every moment that matters in their lives, be it sports or important moments with their families and friends,” he said.

Additionally, StarHub has also entered into a year-long partnership with Our Tampines Hub to hold community screenings of Premier League matches in the open-air amphitheatre Festive Plaza. According to StarHub, this will serve as a platform to bring residents of all walks of life together, through their common love for football. Fans can stay up to date with upcoming screenings on StarHub's and Our Tampines Hub's Facebook pages.

StarHub will offer the Premier League competition for six seasons, having entered into an exclusive agreement with The Premier League earlier this year. Last month, it unveiled Premier+. From SG$24.99 monthly, customers will be able to catch all 380 matches in the upcoming season anytime, on any device, across any network. Initially, several netizens also faced issues with the inability to modify their contract on the StarHub app while some said they were unable to sign up despite being an existing mobile and broadband user. Others added that they had attempted to sign up countless times and waited for hours but they were still unsuccessful. Meanwhile, there were also netizens who commented that StarHub should have made the sign up process easier for consumers.

When approached by MARKETING-INTERACTIVE then, StarHub said that it is heartened to see the enthusiastic reception of the EPL package and thanked customers for their support. Meanwhile, statistics from Truescope saw more than 5,000 engagements within the Singapore market within two days after the announcement. The majority of key conversations on the StarHub EPL package came from a thread in HardwareZone Forum where netizens hotly discussed the package details and whether they would subscribe. Overall, the plan was well-received by netizens, with many conversations discussing the details and terms of the plan, such as whether it can be a standalone or bundled. Many were comparing StarHub's pricing to the price that Singtel was charging in the last few years.

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