Out of the box, into the coffers

For every club in the Great Eastern-Yeo's S.League, the search for sponsorship dollars is a key component in the run-up to the start of a new season.

One vital question Geylang International are asking themselves is: What is the value proposition for a prospective sponsor?

Instead of merely offering space on their jersey and advertisement boards around Bedok Stadium for sponsor logos, the Eagles are exploring more meaningful ways to find mutually beneficial outcomes for both parties.

The goal is to end short-term, relationship-based sponsorship agreements and replace it with a partnership that can stand the test of time.

Speaking to The New Paper yesterday, Geylang chairman Leong Kok Fann said: "Asking a potential sponsor to come up with a large sum of money in exchange for exposure on our jersey is a hard-sell.

We can't just wait for money to fall on our laps, we have to be proactive and create opportunities to drive value."

In that regard, Geylang are working closely with apparel sponsors Dreamatron and leverage on the close relationship the local sportswear brand has with schools here to increase fan turnout at games, while also collaborating to create a match-day experience at Bedok Stadium, including the sale of Dreamatron and Geylang merchandise - based on a profit-sharing model.

"We're looking to expand our relationship beyond just apparel, and we want to work with them as co-creators of the Bedok match-day experience to bring more fans in," said Leong, a former Singapore international.

"We have in fact set KPIs (Key Performance Indicators) for them with regard to that, and will reward them for the increase compared to prior years if those targets are met."

Setting KPIs for sponsors is not exactly run of the mill, and the Eagles' relationship with another of their sponsors - Kata Group Resorts Thailand - is also rather unconventional.

In a one-year agreement with the Thai company, Geylang will wear the sponsor's logo on the sleeves of their jerseys, and also help promote Kata's Phuket Orchid Resort & Spa as a destination for sports events.

As part of a profit-sharing model, Geylang will organise the Phuket 9s Juniors Football Tournament in June.

The competition is for players in two categories - Under-10s and Under-12s - and the Eagles will receive a percentage of any revenue generated from the tournament and from rooms that are booked as part of the event.

WIN-WIN SITUATION

The same will apply for any other events the club can bring to the resort.

"We are working together to create a win-win situation for both parties, and even monetise the hotel rooms during non-peak periods," said Leong.

"If this works out, next year we won't have to knock on their door to ask them to extend the sponsorship, they'll be asking us what more we can do together."

Leong believes the club have staff with the ability to organise and run events.

He also feels one spin-off to the sort of partnerships Geylang are working towards is the opportunity for players to get involved in what could be the start of a post-football career.

He revealed that midfielder Mustaqim Manzur will help in the project with the Thai resort in a manner that will not affect his on-field commitments.

Geylang have also been engaged to organise a charity golf day for one of their other partners - the Association for Persons with Special Needs (APSN) - and will be paid for their efforts.

"Such efforts can give us a sustainable revenue stream to complement our jackpot operations, which have been the main source of revenue. It will mitigate the impact of peaks and troughs in takings," said Leong.

"In absolute terms, we are operating on the same budget as we did last year but, through these efforts, we can enhance the value of the dollar."

shamiro@sph.com.sg

This article was first published on Feb 4, 2015.
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