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Singapore - With the likes of Qantas, British Airways and Jetstar now on board as official partners, interest in Singapore's rugby World Club Challenge (WCC) has exploded and the hunt is now on for the ideal naming rights sponsor fo the inaugural tournament in July.
The profile of the tournament has certainly lifted in recent weeks, particularly with news that International Sportsworld Communicators (ISC) will broadcast the tournament live to 24 countries across the world. The Singapore government is also behind the WCC, which was announced in November, with other sponsors including the Singapore Tourism Board and the Singapore Cricket Club.
Organised by the Amici Group, the WCC will feature four top club sides from around the world - Gloucester (UK), Saracens (UK), Perpignan (France) and Western Force (Australia). Sponsorship for the clubs is also up for grabs, though marine provider TS Marine has already secured the rights for the Perth-based Force.
Amici Group director Phil Greening said it's crucial to get the right partner on board in order to make sure the brand fits the event.
"It's key to get the right people because it's the first time this tournament is going to happen and it's going to be a long-term venture," he said.
"Because we're now getting all this exposure overseas and locally, we want to leverage that for the brand which we get on board. We want to get them on board as quickly as possible because we don't want to miss the opportunity."
Amici is working with PR agency SPRG Singapore and Greening said the international airlines will begin advertising the tournament at the end of March.
"Qantas, British Airways and Jetstar will be advertising it on all their flights, their websites and in-flight magazines. It will also be advertised on the TV screens on the flights...it's a huge campaign they're doing which is just fantastic for us," he said.
The Western Force has already begun marketing the event - advertising it in their match-day programme for a Super 14 pre-season match against the Crusaders. On the Singapore scene, marketing campaigns are in their early stages while the tournament will be advertised prominently at the Hong Kong Sevens at the end of March.
The WCC)will take place on The Padang, with the Singapore skyline as a backdrop. "The F1 put Singapore on the sporting map, it looked amazing, and we want to do the same," Greening said.
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