Sport SG Appoints PHAR for Sponsorship Evaluation of Kallang Alive Project

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Following a tender process, Sport Singapore (SportSG) has appointed PHAR to work on the commercial viability of the Kallang Alive Project.

Slated to transform into a vibrant precinct by 2025, the Kallang Alive Project is located across approximately 90 hectares of real estate. It aims to celebrate, regenerate and innovate sporting lifestyles in Singapore, and to further enhance the city-state as a destination for sport and world-class entertainment.

PHAR’s role will be to assess the sponsorship potential of the Kallang Alive Project by identifying, evaluating and packaging long-term commercial and sponsorship opportunities.

Prem Bhatia, MD of PHAR commented, “Having worked with various public entities in Singapore over the last few years, we are looking forward to working with SportSG to help build the next sports metropolis, and help SportSG identify partners who share the same ethos in terms of community building and enhancing participation in a healthy and active Singapore.”

About Sport Singapore

As the national sports agency, Sport Singapore’s core purpose is to inspire the Singapore spirit and transform Singapore through sport. Through innovative, fun and meaningful sporting experiences, our mission is to reach out and serve communities across Singapore with passion and pride. With Vision 2030 – Singapore’s sports master plan, our mandate goes beyond winning medals. Sport Singapore uses sport to create greater sporting opportunities and access, more inclusivity and integration as well as broader development of capabilities. At Sport Singapore, we work with a vast network of public-private-people sector partners for individuals to live better through sport.

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