Professional Documents
Culture Documents
Sponsorship Proposal (General) v1-1
Sponsorship Proposal (General) v1-1
Highlights
Introduction
- Partners
Benefits
SEASON
ASEAN
Basketb 2010/20
all
League 11
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- to the company
- to ABL
Appendix
Sponsorship packages
Message from the ABL and Singapore Slingers Chairman
“Dear friends, it has always been a dream of mine to be able to be involved with the development of sports in the ASEAN region.
The ASEAN Basketball League is a creation that I hope will be the catalyst towards a new era in sports development,
I am very excited about creating a truly ASEAN sports brand that will reach out to the 600 million of our fellow South East Asians
I also see this as a fantastic marketing vehicle that will enable ASEAN and international brands alike to embrace what is
effectively the world’s second most popular sport and to use it as a marketing tool to promote your brands in South East
Asia.Sports is a fantastic communication medium to the masses. That is why I have used it so effectively in marketing of the
AirAsia brand. This is evident by our successful sponsorships of Manchester United, the Williams Formula team and many local
I am looking forward to welcoming you to the ASEAN Basketball League family as this is a long term project that I am committed
to and would like to embrace my fellow businessmen and entrepreneurs as partners in the ABL.”
Basketball’s the second largest game in the World and is currently being played in 213 countries with 450 million registered
players. It was invented in Canada as a game that could teach values about teamwork while being active and quickly spread to
North America - first as a college game, then to universities and high schools, finally as a commercial and professional league. It
gained popularity most significantly in the 1990s with Michael Jordan entering the National Basketball Association (NBA) leading
FIBA World Championships had a TV audience of 1 billion in 155 countries and in the recent 2010 NBA Finals, the series
attracted and average of 18.1 million viewers – a 30% increase from 2009, while the Game 7 of Finals itself pulled in 28.2 million
viewers.
One of the reasons for its gain in popularity is the simplicity of the game that manages to cross all borders of sport and
entertainment. It also appeals to all age groups and thus makes a good family sport that can include everyone. Basketball has
currently one of the highest participation rates at schools and community centers throughout Singapore
Description of ABL
The ASEAN Basketball League officially started on September 1, 2009 as the first international professional basketball league in
South-East Asia. In addition to the local basketball leagues in their respective countries, the Philippines, Thailand, Indonesia,
Malaysia, Brunei Darussalam and Singapore have come together with the single purpose of setting up a regional league that will
celebrate the differences in diverse basketball styles as well as promoting friendly rivalry and sportsmanship.
The league, which will be played between October and February of the following competing year, will initially be made up of 6
teams which are owned and operated by private owners, and will compete in a home and away league format, with knockout
With a US$5 million backing from Malaysian business tycoons Tony Fernandes of AirAsia and Indonesian media mogul Erick
Thoir, the goal is to boost the mainstream popularity of basketball, which is already the second most popular team sport behind
football. Furthermore, it also aims to be a platform to develop local talent. Tony Fernandes believes that using overseas
professional players will help increase the competitiveness and skills of the local ASEAN players.
With the collaboration with Tune Sports and E-Live, ABL expects to cater to a population of 600 million people from all over
ASEAN who are constantly demanding new forms of entertainment. It looks to create a new sports property in South East Asia
that will merge high performance sports action with family entertainment to engage audiences of all ages.
Partners
ABL is a collaboration between Air Asia, the largest no-frills budget airline in the region and Indonesia media giant E-Live
Entertainment and the South East Asian Basketball Association (SEABA). GE was the title sponsor for ABL 2009, Air Asia the
For ABL 2010, Air Asia will take over from GE as the title sponsor and also remain as the official
airline. As Air Asia flies 90% of its routes throughout the ASEAN countries, it contributes towards
greater mobility in the region for the teams as well as the supporters. As it continues to expand its routes throughout the region,
it creates a great opportunity for synergies between the league and Asia’s number one budget arline as Air Asia’s focus on
promotion and marketing will help add to the ABL brand and offer greater advertising opportunities moving forward.
As ABL is still a new league, there are a lot of opportunities for sponsorship and marketing. As the Secretary General of the
International Basketball Federation (FIBA), Patrick Baumann says, ‘Asia was ready for a professional league but there is a
pertinent need to make sure that it gives good entertainment and doesn’t fade away after a few years’. Hence it is important to
keep the league well funded to ensure that they have the financial capability and flexibility to expand.
In Singapore, ABL is supported by the Singapore Sports Council as well as Basketball Association of Singapore (BAS), FIBA
and SEABA. The support of these official national bodies solidifies ABL’s commitment to the development of basketball in South
East Asia and adds credibility by providing an external source of regulation. For example, For example, the Singapore Sports
Council has generously provided the official referees for the matches held in Singapore.
ABL 2009 after event report
The first ASEAN Basketball League season drew to a close on the 20th of February (Saturday) with a match between the
Philippine Patriots and Satria Muda Britama in Jakarta, Indonesia which ended in a 75-67 win for the Patriots. The top four
teams of the league for 2009 also included the Singapore Slingers and the Kuala Lumpur Dragons.
Based on average attendance per match for ABL Season 1, the average stadium attendances are as followed:
1500
800
For Indonesia, the attendance during finals went as high as having 4000 people, showing their support for the team.
Publicity Report
Regional TV Coverage
From October 2009 to February 2010, the ABL was telecast on ESPN / StarSports. LIVE games were telecast a minimum of
once a week during the Regular season and additional coverage during Playoffs with an ABL Highlight Program, lasting 30
minutes, once a week. ESPN broadcasted one Original ABL LIVE Games and Highlight Program and at least 1 repeat airing on
ESPN / StarSports.
Altogether, ABL was aired on ESPN SE Asia (Macau, Indonesia Korea, Vietnam, Papua New Guinea,Cambodia, Myanmar,
Singapore, Thailand), ESPN Malaysia (Malaysia & Brunei) and ESPN Philippines. Regional terrestrial TV platforms which
broadcasted ABL LIVE matches and the Highlight Program were JakTV (Indonesia) and TV5 (Philippines). 8TV (Malaysia)
broadcasted the ABL Highlight Program once a week and ABL Play Offs matches were streamed online on FIBATV.com.
In total, The League (ABL) achieved US$ 3.4 million in discounted media value through its brand exposures generated on TV
during the five games analyzed by Repucom and an estimated US$ 20.5 million for the entire tournament broadcast.
TeamCo Sponsor 2
$1,091,536.00
TeamCo Sponsor 1
$1,493,024.00
League Sponsor 2
$3,025,149.00
League Sponsor 1
$5,170,118.00
ASEANBasketball League
$20,536,610.00
in UK and America
ThailandTigers 789,290
KLDragons 2,002,229
SatriaMudaBritAma 13,872,133
This broadcast analysis is based on all 53 games from Season 1 (Oct 2009 – Feb 2010) and derived from respective
(a) Facebook
loop.
(b) Twitter
Twitter is also another online social media used to keep its followers up to date
internet websites easily accessible regionally but as they also cover a wide range of sports, it has a wider audience which
Having ABL 2009 as a platform to build on, we are confident that ABL 2010 will be able to hit new heights.
With the element of time and familiarity on our side now, ABL is now exploring additional avenues to concurrently improve their
partnership relations with their corporate sponsors, as well as to develop the league. They hope to achieve this by incorporating
held in Singapore, sporting websites and channels have been getting more hits. It is expected that the hype of sports due to the
YOG in Singapore as well as the start of the Formula 1 season will have a chain effect on ABL.
Community Involvement
ABL is also stepping up their commitment to develop local talent, requiring all teams participating in the league to create
development programs which will reach out to youth; the Under-14 and Under-17 category. Each team will have at least one
junior league that strives to provide and strengthen the educational and training access to cultivate young talent.
All teams will commit professional players to be heavily involved with their respective development programs .The long term
goal is to increase the technical skills of young players, to nurture and train them since young and to provide them with a solid
in sports and eventually have a possible AND feasible career in sports. Besides that, youth will have access to nutritional values
and advices from the players; a comparison to their daily diet of fast food, oily processed food, high cholesterol food with zero
nutrition.
Opportunities
On a Macro Level
To take advantage of the huge middle income populations, especially in Singapore, Indonesia and Philippines who have the
ability to travel abroad for holidays and recreation. This increases the regional aspect of the ABL as a great regional marketing
tool. Looking forward, the ABL is looking to increase the size of the league by getting teams from Hong Kong and Australia
The ABL creates the perfect opportunity for its sponsors to tap into local and regional markets with a popular sporting event that
combines high energy entertainment with adrenaline pumping athletic action. It thereby serves as an ideal marketing tool to
With the current corporate entities and their connections already on-board, there will be potential co-brand relationships in the
ABL.
On a Micro Level
With ABL’s dedication to the development of sports, It requires each participating team to contribute to the society through
activities such as children’s development programs, basketball workshops and school holiday training camps. This creates new
opportunities and avenues to reach out to local communities via little leagues, basketball workshops in schools and community
At the same time, this creates promotional activities in each participating country. Sponsors would have the opportunity to reach
out to a wider audience through their involvement. For example, through school visits by the teams and sponsorship freebies
during game days. There is also the opportunity to market upcoming products and business opportunities during half time
activities, websites, fan clubs and even via official team media partners. The League’s website also plays host to numerous
kinds of advertisements and highlight special events that reach out to the ASEAN region.
Thus with the wide geographical coverage and age group it appeals to, the deep channels (to the grassroots) and with the
support of the various official sporting bodies, involvement in the ABL will be an effective marketing channel.
Sponsorship Entitlements
As all Sponsorship entitlements are open for discussion, here is a rough guide as to what it entails.
eight(8)guests
For Team Sponsorship for Singapore Slingers, an example of items included will be like:
- Official naming rights partner for 2010/11 and the option for next two (2) seasons
- Logo embedded into Slingers logo and on all Team & Corporate uniforms
- Prominent position on Slingers regular newsletter sent through constant contact data base of 11.000 +
Once again, as all entitlements are open for discussion, this allows sponsors to have greater flexibility in choosing according to
their needs.
Exclusive & Access to three (3) players appearances for A&P activities
Intellectual
Access to use team and players’ images (group of 3) for A&P
Property Rights
Database rights Teams may share fans database with Sponsors for internal brand/on-ground activations.
highlight show) Approx 2 min exposure @ 30 games @USD1,800 @ ESPN (highlight shows) in 6 countries x 2 (repeat
prog)
Approx 5mins exposure @ 10 games @USD1,800 on ESPN/Star (LIVE) in 6 countries x 2 (repeat prog
TV Programming Special feature graphics, OBB/CBB, Super Impose. 25k @ 10games @4 telecast (2hr LIVE Show on1,275,000
JakTV, ABC5 and ESPNx2) and @5.5k @10 games @ 5 telecast (8TV, JakTV, ABC5 and ESPNx2 (30’
Highlight Show)
Print Coverage Regional Print Media ( Press Releases, Game Highlights, On-Court Branding Exposure @30 games450,000
@USD500 @5 print media @6 countries
New Media News sites, Websites, Blog sites, Social Networking Sites (Facebook, Twitter, TwitPic and etc)
Initiatives
ABL website Sponsor logo credit @ USD400 @10mths (Dec 2009 to Sept 2010) 4,000
Appendix
Sponsorship Entitlements
*graphic above is for illustration purposes only – the exact graphic will be differ.
(2) Exclusive Graphics
• Team Profile – minimum *10 seconds logo appearance
(Delta FM, Gen 98.7FM, Prambors FM, FeMale Radio, Jak FM) Harian
- Mahaka Advertising
- Mahaka Entertainment
- President of Indonesian Basketball Association (PERBASI) and Southeast Asian Basketball Association (SEABA)
(PLDT)
(ABC5/TV5)
(3) KL Dragons
Team Owners: Datuk Robin Tan Yeong Ching, Dato’ Wira Dani Daim
- Food & Beverage (Berjaya Roasters Malaysia, Roasters Asia Pacific HK,
Berjaya Starbucks Coffee Company Malaysia, Wen Berjaya – Wendys, Berjaya Pizza Company, Papa John’s Pizza,
- Managing director in various companies which includes M&A Business activities (power, coal and oil sectors in
Mr Ruben Ganalingam
- Board of Directors of Westports Malaysia Sdn. Bhd. and Westports Holdings Sdn. Bhd.