Chris Reed
Mar 24, 2014

Is StarHub’s sponsorship of the Singapore Lions failing to roar?

Sponsoring a football team is tricky business. Past success does not equal future success. Just ask Chevrolet how they currently feel about spending almost a billion Singapore dollars on sponsoring Manchester United from next year.

A billion dollars to be on the front of a shirt of a team that won’t even be in the Champions League next year let alone being champions of England’s Premier League. They may as well as sponsor Newcastle United.

The same applies locally with the Singapore Lions XII not quite in the same league but a similar story.

StarHub, Singapore’s No. 2 telco brand and only cable provider, are...

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