ASN Interview: Jonathan Sit, Show Director of Singapore Yachting Festival

Ahead of the Singapore Yachting Festival at ONE°15 Marina Sentosa Cove later this month, ASN caught up with Jonathan Sit, the Show Director of Singapore Yachting Festival, who gave us a lowdown on all things sponsorship about the Festival.   

ASN: How has sponsorship at Singapore Yachting Festival (SYF) evolved over the years? How would you describe the commercial opportunity for brands today?

JS: SYF today is not simply a boat show; it is a curated platform for the yachting lifestyle ecosystem. SYF has evolved alongside the region’s rising influence as a strategic gateway, connecting global yacht builders with Asia’s investors, dealers and owners.

Every segment of the event carries commercial value — from the VIP and Superyacht Lounge to on-water showcases and experiential zones — all of which offer premium branding opportunities. This year, the Festival’s on-land Exhibition Pavilion has expanded from 100m to 115m, with a brand-new Spotlight Zone: a dedicated space designed to allow sponsors and partners to showcase their products and conduct forums/talks/masterclasses.

Unique to this year, the Festival is also offering brands the opportunity to host guests aboard Leviathan 8, a 105-foot superyacht. Over the four days of the Singapore Yachting Festival, Leviathan 8 will be docked at the centre of the marina, offering a prime platform for brands to treat their clients to a wellness experience comprising red light therapy, instant assessment (skin analysis), an audio journey, a longevity talk and rejuvenate with healthy juice elixirs, all set within an exclusive superyacht.

What makes SYF commercially compelling is the audience profile. Our visitors include high-net-worth individuals, family offices, yacht owners, regional business leaders and affluent lifestyle consumers. Hence, for partners looking to build relationships within Southeast Asia’s wealth segment, SYF provides access that is targeted, qualified, and difficult to replicate elsewhere.

ASN: SYF is often described as a lifestyle show anchored in yachting. What does that mean in practical terms for partners?

JS: Yachting today is deeply intertwined with luxury, travel, wellness, culinary, and more. The modern yacht owner is not simply buying a vessel — they are buying into a lifestyle. 

This is why brands across fields like fine dining, wellness and private aviation find natural alignment at SYF. Their presence is not peripheral, but integral to the broader lifestyle narrative that surrounds yachting.

This year, for example, the new Spotlight Zone within the Exhibition Pavilion allows sponsors to host curated tastings, masterclasses and intimate showcases. Designed to prioritise quality of interaction over volume, it enables meaningful engagement, fostering stronger brand recall, deeper affinity, and relationships that extend well beyond the Festival itself.

ASN: We’re seeing returning sponsors this year, including J.P. Morgan Private Bank and Damen Yachting. What does that signal?

JS: Repeat sponsorship is one of the clearest indicators of delivered value.

When a global institution like J.P. Morgan Private Bank returns for a second year, it reflects measurable ROI. Private banking and wealth management naturally overlaps with yacht ownership. But beyond that, J.P. Morgan’s continued presence signals confidence in SYF as a strategic relationship-building platform with measurable commercial outcomes.

Similarly, Damen Yachting’s renewed commitment as Main Sponsor and presenter of the Superyacht Lounge signals something broader. It underscores Singapore’s role as a hub for superyacht engagement and industry connection in Asia — not just for transactions, but for regional industry dialogue and engagement.

Brands at this level assess sponsorship rigorously. Their continued presence sends a strong signal to the market that SYF delivers not just footfall, but qualified leads, networks, and long-term value. It also indicates that the Southeast Asian yachting market remains robust, despite broader global economic fluctuations.

For prospective sponsors, this reinforces confidence that SYF is a platform that delivers sustained commercial relevance and strategic brand positioning within the region.

ASN: How is the Festival structured such that Sponsors can integrate their products and services meaningfully, and reach the right eyeballs?

JS: Within the Exhibition Pavilion, the new Spotlight Zone offers an intimate, curated environment for brands to host masterclasses, private previews or interactive sessions. It allows for focused engagement with both invited guests and general attendees. 

The VIP Lounge offers sponsors access to a selected audience that includes ONE°15 members, private club members, supercar collectors, private bank clients, and invited VIP guests. Here, brands can develop activation programmes for brand positioning, client engagement, or even onsite sales, all within a premium, high-touch setting.

The Superyacht Lounge is a purpose-built environment for superyacht owners, captains, senior executives and superyacht-related services. For brands seeking access to superyacht clientele, it represents one of the most strategic spaces within the show.

Beyond physical spaces, sponsors benefit from integrated visibility across print, digital and on-site branding, alongside structured lead-generation touchpoints that allow for data capture and post-event follow-up.

Partnerships at SYF allow sponsors to tailor their presence to their objectives, whether that is brand positioning, client engagement, or business development.

ASN: What differentiates SYF from other regional boat shows in terms of sponsorship value?

JS: First, market positioning. SYF prioritises quality of engagement — serious buyers and decision-makers. Singapore, as a financial and connectivity hub for Southeast Asia, naturally attracts a concentration of participants not only from Singapore but also regional investors, entrepreneurs, and cross-border business leaders. This ensures sponsors are engaging a broader, highly relevant HNWI audience and establishing visibility across multiple markets.

Second, lifestyle alignment. SYF is more than a boat show; it sits at the intersection of yachting, luxury, travel, gastronomy and wellness. Sponsors are integrated into an aspirational context, allowing them to connect with audiences in ways that feel authentic and meaningful.

Third, flexibility and integration. SYF offers multiple avenues for brand engagement — from experiential activations and curated lounges to VIP programmes and data-driven lead capture — allowing sponsors to tailor their participation to their objectives, whether that’s brand positioning, client engagement, or relationship-building.

Taken together, these factors make SYF a uniquely compelling platform for brands seeking access to Southeast Asia’s luxury and yachting audience.

ASN: How does SYF amplify its sponsors’ visibility beyond the Festival itself?

JS: We have placed greater emphasis on strengthening our PR and media outreach this year, recognising that visibility plays an important role in delivering value for both the Festival and our partners.

In 2025,SYF was covered on international and regional outlets such as CNBC and South China Morning Post, HK01, The Standard, Robb Report, Prestige, MoneyFM and more, reflecting sustained global interest in both the Festival and Southeast Asia’s growing relevance in the yachting sector.

Beyond reach, our focus has been on ensuring sponsors are represented within meaningful editorial contexts — including panel discussions, interviews and curated features — allowing brands to engage audiences in a more considered and credible way.

It allows sponsors to extend their reach beyond the marina and position themselves within the broader narrative of Asia’s growing luxury and yachting market.

ASN: SYF expanded into regional pre-festival activations this year, beginning with Bangkok. What was the strategic intent?

JS: Bangkok is one of Southeast Asia’s most established luxury centres, with a growing base of ultra-high-net-worth individuals, active private investors, and a well-developed ecosystem around hospitality, real estate and marine leisure.

Our Bangkok activation was designed to introduce SYF to Thailand-based HNWIs, yacht owners, prospective buyers and key industry stakeholders in a focused, invitation-only setting. It allowed us to engage the market directly and begin building relationships ahead of the Festival in Singapore.

This also aligns with ONE°15’s strategic expansion into Thailand through the upcoming development of ONE°15 Marina Panwa Phuket. That investment reflects our long-term commitment to the Thai marine sector and recognises Thailand’s increasing importance as both a cruising destination and ownership market.

For participating sponsors, the Bangkok activation provided early access to a curated audience and the opportunity to engage directly with Thailand’s HNWIs and establish visibility within Thailand’s growing luxury market.

More importantly, it allows us to build familiarity and momentum within key regional markets ahead of the Festival. This regional approach helps expand our audience base and attracts a broader pool of HNWIs and industry stakeholders to Singapore.

In doing so, it strengthens SYF’s position as a platform that connects Southeast Asia’s yachting, luxury and investment communities — creating meaningful opportunities for sponsors to engage a wider regional audience and build relationships within one of the world’s fastest-growing luxury markets. 

The Singapore Yachting Festival 2026 takes place from 23^rd to 26^th April at ONE°15 Marina Sentosa Cove.  For sponsorship enquiries, please email info.syf@one15marina.com

Asia Sponsorship News (ASN) is pleased to join The Singapore Yachting Festival as an Official Media Partner.