Singapore Airlines signs as Youth Olympic Games sponsor

Under the agreement, the national carrier will provide air tickets and carriage of airfreight, as well as publicising the event, according to a YOG statement.

Goh Kee Nguan, chief executive of the games’ organising committee, said he was “delighted” to have enlisted SIA as the event’s official airline. He added that the partnership would result in a joint effort to “fly the Singapore flag higher and further”.

The airline will use its proprietary channels, which include in-flight publication SilverKris, to promote the city over the course of 2010 while generating interest around the games among passengers.

Singapore Airlines’ global creative account is handled by TBWA, while MEC is responsible for media duties.

In July YOG handed McCann Worldgroup a sponsorship planning brief. The agency also handles the Games' general marketing duties.