Singapore Airlines Dominates Motorsport Sponsorship Investment In Asia With Recent F1 Renewal

Singapore’s national carrier Singapore Airlines (SIA) has renewed its title sponsorship of the city-state’s leg of the Formula One Grand Prix series. 

The deal will see F1’s first street night race to be continued to be  known as the Formula 1 Singapore Airlines Singapore Grand Prix until 2028.

This season’s race is poised to take place from October 3 to 5 at the iconic Marina Bay Street Circuit in the heart of the city. 

Emily Prazer, Chief Commercial Officer of Formula 1,enthused, “Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”

Lee Lik Hsin, Chief Commercial Officer of Singapore Airlines, added, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic, not just for showcasing our beautiful skyline, but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”

According to ASN data, Formula 1 (8.3%, US$1b+) takes up the bulk of motorsports sponsorship investment— the 2^ndlargest invested sport—in the Asian sponsorship market since Q222, with an average quarterly investment of almost US$88.6m. Meanwhile Q125 is poised to see a 21.3% drop from the usual average in sponsorship investment with our forecast  of almost US$69.7m.  

As for Singapore Airlines (13.8%, ~US$54m) is the 4^th largest spender for its category in the Asian sponsorship market since Q222, and cemented its position as the biggest spender (~US$52.2m) from its category for the motorsports sponsorship investment with a 71.6% share, far ahead of Qatar Airways, its closest rival at 21% (US$15.3m).