SIA-F1 tie-up set for roaring success

SIA-F1 tie-up set for roaring success

EYE ON SINGAPORE

Come this weekend, rival Mercedes team- mates Lewis Hamilton and Nico Rosberg will bring Formula One's unhappiest partnership to town, and motorsports fans all over will watch eagerly for more clashes between the duo.

But as the world witnesses one rocky marriage at the Marina Bay Street Circuit, a happier one is being celebrated as national carrier Singapore Airlines (SIA) makes its debut as the title sponsor of the Singapore Grand Prix.

Both brands are world-famous in their own right.

Both share common values such as excellence, warm hospitality, precision engineering and safety. But as with all big corporate names, they can sometimes do with a sprucing up - and both could not have chosen a better time to do so.

The Singapore race, hailed as the crown jewel of the sport by F1 supremo Bernie Ecclestone, is now in its seventh edition. While it remains an attraction on the F1 calendar - combining the spectacle of fast cars and pop acts to attract 260,000 race-goers last year - competition is hotting up.

This year, the Bahrain Grand Prix marked its 10th edition by hosting the world's second night race - a sign that Singapore's formula works and others want to replicate it.

Since Singapore joined the F1 fray in 2008, other circuits added or which rejoined include Spielberg (Austria), Austin (United States) and Abu Dhabi. The Black Sea resort town of Sochi in Russia is this year's new F1 race venue. Mexico City joins next year.

The Singapore race's top foreign markets are traditionally Europe and Australia.

But today, the need to reach out to new fan bases in China, India and Indonesia is key - and something the partnership with SIA could accomplish.

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