SINGAPORE - There are still five months to the Singapore Airlines Singapore Grand Prix but there is already doubt about its future, with the coronavirus pandemic continuing to wreak havoc around the world.
The airline has backed the Singapore race since 2014 and last year extended its title sponsorship until 2021, the same year the country's hosting rights deal with F1 ends. To Associate Professor Prem Shamdasani from the National University of Singapore Business School's marketing department, it is obvious where SIA's priorities lie.
"If the race does not go on in September, that will be fine for SIA. If it does, then both parties will need to work out a reasonable arrangement." "Going forward, sports sponsorship will not go away. The real question is, when would it be feasible for brands and organisations to consider this strategy again?"
Focus on one thing at a time. Always prepare for the next.
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