PHAR Partnerships reappointed as the exclusive commercial agency for Singapore Sports Hub

PHAR Partnerships is pleased to announce that Kallang Alive Sport Management (KASM) has reappointed it as the exclusive commercial agency for the Singapore Sports Hub, reaffirming a successful collaboration that has driven commercial opportunities for the Sports Hub.

Since its appointment in January 2023, PHAR has played a crucial role in driving revenue growth and partnerships for the National Stadium through hospitality suite offerings to notable clients at high-profile events featuring superstars such as Taylor Swift, Bruno Mars, Coldplay, Ed Sheeran, Jay Chou, JJ Lin, and most recently, Lady Gaga.

With this renewal, PHAR will continue to focus on the sales of hospitality suites at Singapore Sports Hub for major sporting and entertainment events. Leveraging its global network, experience, and industry expertise, PHAR will also work closely with KASM to further engage strategic partners through mutually beneficial partnerships and community engagement programmes.

PHAR’s track record in securing impactful partnerships has been evident in its previous successes with global brands such as Hilton, Canadian 2 for 1 Pizza, and Asia Pacific Breweries.

These strategic collaborations highlight PHAR’s expertise in driving commercial agreements within the sports and entertainment industry. Additionally, it played a pivotal role in securing a key partnership between Guinness and the HSBC Singapore Rugby Sevens 2023.

Further solidifying its reputation, PHAR was instrumental in securing partnerships for the Singapore Tennis Open 2025, a WTA 250 tournament held at the Kallang Tennis Hub. The event saw collaborations with Turkish Airlines, Maison Perrier, Vittel, and AOP World, demonstrating PHAR’s strong relationships with global brands and its ability to identify assets that resonate with targeted audiences.

Andrew Fraser, global head of partnerships at PHAR, said: “We are thrilled to continue our collaboration with KASM at such an exciting time. PHAR is dedicated to building world-leading brand partnerships that will elevate the experience at the Singapore Sports Hub. We look forward to another impactful year ahead.”

About PHAR Partnerships

PHAR Partnerships, established in 2011, is an independent company specialising in sponsorship consultancy and sales. With a team of over 90 professionals spread across offices in Singapore (HQ), London (HQ), Kuala Lumpur, Bangkok, Manila, Sydney, and Dubai, PHAR is dedicated to creating dynamic brand marketing partnerships.

Its mission extends beyond revenue generation to elevating the overall customer experience across various touch-points, and offering new and vibrant platforms for brands to deepen their engagement with their relevant audiences.

For general enquiries, please contact:
Brian Seah (Country Head, PHAR Singapore)
brian.seah@pharpartnerships.com.

This article is sponsored by PHAR Partnerships.