Brown Forman, Singapore Indoor Stadium enter sponsorship deal

The agreement also sees the establishment of a Jack Daniel’s Sky Bar in a newly refurbished space with a bird's eye view of the arena bowl on level three of the stadium. Here patrons can enjoy Jack Daniel’s Tennessee Whiskey products and special cocktail mixes.

In the agreement brokered by World Sport Group, Jack Daniel’s will enjoy exclusive pourage rights and numerous opportunities at the SIS to promote its brand as the official whiskey, through in-venue signage and direct customer interaction.

It will also support the stadium’s concessionaire’s operation of a mobile bar at the venue’s east entrance and outdoor tents at the premium entrance.

Brian Bulacja, business development manager for SEA at Jack Daniel’s, noted that the tie-up with SIS gives the brand tremendous opportunity to expose the product to patrons. “Customers can now enjoy Jack Daniel’s in a cosy branded JD bar while catching the many great concerts and performers that SIS attracts.”

Mark Collins, managing director at SIS, said, “These are very exciting times as we have been attracting more and more partners and sponsors to the iconic Singapore Indoor Stadium and we look forward to sharing more great news in the near future.”

The agreement also includes the appointment of Brown Forman's Finlandia Vodka as the stadium’s official vodka.

Reported earlier this year, global payments and technology company MasterCard also sealed a sponsorship deal with SIS, which saw the VIP Lounge at the stadium rebranded as the MasterCard SIS VIP Lounge.