Singapore relies on technology and innovation to host future sporting events

Over the past two decades, Singapore has established a reputation as a venue that can quickly and efficiently host a wide variety of sporting events.

Looking to the future, the city wants to be the cradle of innovation in organizing sports events, embracing new technology, new forms of events and sustainable development.

Today, organizers of sporting events are under more pressure to innovate than ever before. There are more high-quality events than ever competing for consumers’ time and money. Singapore presents itself as a host that can help event organizers experiment and implement new ideas and reach new audiences.

Talking SportBusiness Roy Teo, head of industry development, technology and innovation at Sport Singapore (SportSG), said recently: “Singapore is not just a host city, but a city that can make a difference in the sports we host.”

A proven host

Singapore has a track record of being the destination of choice for many sporting events due to its unique selling points such as good governance, high-quality sports infrastructure and a high-quality destination experience for visitors.

Fiba, which recently made Singapore the host city of its 3×3 Asian Cup for the next three years, sees it as a gateway to Asia and a place that embodies some of the key brand propositions of 3×3 basketball. “Singapore has been on the Fiba 3×3 wish list since the beginning, especially since the first official 3×3 competition at the 2010 Youth Olympics,” says Alex Sanchez, the Federation’s 3×3 CEO. “It has all the ingredients of 3×3: urban, youthful and innovative. One of 3×3’s most important growth areas has always been Southeast Asia, and Singapore is a natural cornerstone of the region for us.

Another event that chose Singapore for its inaugural edition is the Arena Games Triathlon. Michael d’Hulst of Super League Triathlon, which will host the landmark Arena Games Triathlon finals in the city this year, says: “For international sports rights holders looking to do something in Asia, the stakeholder map can be quite confusing… as an entry point, Singapore is a great place.”

Event organizers value high-quality infrastructure and visitor experiences. A spokesperson for HSBC Singapore Rugby Sevens says: “Singapore offers an end-to-end event experience that is top class. It starts at the airport and continues through transport, hotels and general tourism appeal.”

This attractiveness to visitors as a place lends itself well to the commercialization of events, says Fiban Sanchez: “Singapore is one of the most important cities in the world, so it has a strong marketing body.”

These credentials have helped Singapore build a strong roster of events. The Formula 1 Grand Prix, run since 2008, is the crown jewel. Other annual matches include the HSBC Women’s Champions LPGA golf tournament, the Singapore Open men’s Asian Tour golf tournament, the Singapore Rugby Sevens, the World Table Tennis Grand Smash and the Standard Chartered Singapore Marathon.

The city also regularly hosts pre-season matches for major European football teams and top-level mixed martial arts events organized by local promoter ONE Championship and the global Ultimate Fighting Championship.

Recently, it has expanded its esports calendar with events such as Dota’s The International in July 2022 and the Global Esports Federation’s first Global Esports Games in December 2021.

Virtual exploration

While Singapore’s current strengths are clear, they are no guarantee of future success. There is a feeling in the global sports industry that we are entering a new era. Digital media and technology shape consumer preferences, media consumption and event experiences. Digitally born younger generations have different tastes and attitudes towards sports than older generations. The pandemic encouraged the search and development of virtual and remote alternatives to traditional mass gathering experiences.

SportSG’s Teo says Singapore’s event strategy is embracing these changes, looking at new types of events and new ways of organizing events: “Many sports are already going in this direction of innovation, in the use of technology, in terms of format,” he says.

“Singapore can play a role in providing a place for innovation. We are nimble enough to move quickly. We have different places [and] we have different ways to cover the venues. These things give us an edge in testing new ideas.”

Singapore’s appointment as host of next year’s first Olympic Esports Week (OEW) points to its vision for the future of its sporting event hosting business.

OEW is the next step in the International Olympic Committee’s research on games. OEW is a week of game competitions and exhibitions, with the aim of engaging new audiences, especially young people. The competitions are organized based on games made in cooperation with international federations. Virtual sports and gaming technology exhibits as well as panel discussions and training sessions will help participants gain access to this new world.

Speaking at the launch of OEW, IOC President Thomas Bach said: “The first Olympic Sports Week is an important milestone in our aim to support the growth of virtual sports in the Olympic movement. We believe that the exciting new format of our virtual sports competition, with live finals for the first time, is an opportunity to collaborate with esports players and create new opportunities for both players and fans. It is the perfect opportunity to partner with Singapore, which has championed innovation in the Olympic movement and hosted the 2010 Youth Olympics.”

Full details of the OEW will be revealed in early 2023. A trial of the IOC’s game goals was given at the 2021 Olympic Virtual Series. The 10.5 hour global broadcast event was seen competitions in five sports matchesincluding baseball, cycling, rowing, sailing and motor sports.

Singapore is particularly keen to explore the area of ​​”virtual sports”, including e-sports and gaming events, as well as hybrid events that combine virtual and real-life competitions.

Teo says: “Virtual sports break down physical barriers, gender barriers and ability barriers. Can able-bodied athletes play with disabled athletes in the same game? [In virtual sports] the answer is yes… This is a big change in the sports world. And I think if we’re ready to do that, we can do very well.

In addition to fully virtual sports, there is also the arena of hybrid sports, which has gained popularity in recent years. In July 2022, SLT’s Arena Games Triathlon combined virtual and real-life elements into a fascinating new concept. Professional triathletes competed on treadmills and stationary bikes, and their progress was displayed in virtual worlds for competitors and the public to see in real time. The swimming part was a real life open water swim. But this too had a new element – ​​it was the first ever swimming event at Marina Bay, a waterfront pool surrounded by Singapore’s towering cityscape.

New, shorter forms of traditional sports are a long-standing area of ​​research and innovation. But the focus on them will only increase as sports realize they operate in an increasingly competitive entertainment and leisure landscape.

Fiba’s 3×3 competitions, including the Asia Cup in Singapore, are an important part of the international basketball federation’s efforts to reach new and younger audiences.

Teo says the new formats, attracting new audiences, will help Singapore achieve the important goal of hosting the event: to get Singaporeans active and engaged in sports.

He says: “We want new formats that appeal not only to the traditional audience of sport, but also to people who haven’t watched. How do we get them involved in sports? One of our goals is to inspire the community, to inspire people. If the traditional formats don’t appeal to them, it’s about how we can modify the formats but still keep the essence of the sport. Maybe in different formats. Maybe with a different presentation…”

Environmental sustainability is another area where Singapore is looking for innovation. Shorter events, carbon dioxide compensation, extensive use of public transport and a small geographical footprint are emerging factors, says Teo.

This year’s Fiba 3×3 Asia Cup was a test bed for the new sustainable development framework. This went into details such as reducing the printing of paper program sheets, using reusable cutlery instead of disposable cutlery, and giving athletes and officials public transport cards to travel instead of transporting them in private cars.

Innovation for the future

Singapore has always been an innovator in organizing sports events, says Teo. Formula 1’s flagship race was the motorsport series’ first night race. It was also the first street tour in Asia. The organization of the first Youth Olympic Games in 2010 was also a strong indication of Singapore’s ability to innovate.

In a global entertainment world that is more competitive than ever, events and event organizers must continue to innovate and bring fresh ideas and experiences to the table. “You have to rethink how people watch your events, how you engage your viewers, how you engage people around the world… We are moving into the uncharted waters of sporting events,” says Teo.

To chart a course in these waters, Singapore is embracing technology, new formats and other innovations and adding them to its existing sophisticated event hosting capabilities. The goal is to maintain its place as one of the world’s blue-chip sports event organizers far into the future.