FAS signs biggest-ever partnership deal with MP & Silva worth $25 million

FAS' record deal paves way for high-profile games
By Jonathan Wong, The Straits Times, 3 Feb 2015

THE Football Association of Singapore (FAS) yesterday signed the biggest commercial deal for the sport here yesterday with international sports media rights company MP & Silva in a six-year contract worth $25 million.

It eclipses the previous $15 million, 10-year sponsorship signed in 2001 with Tiger Beer.

The agency will take charge of the global media rights to the Singapore national and age-group teams, the sponsorship opportunities, and organise friendly matches for the teams.

With the long-term deal in place, MP & Silva will be able to ensure that local fans enjoy a full calendar of high-profile sporting events at the National Stadium.

Said its founding partner Andrea Radrizzani: "Before, the approach was more opportunistic, more ad hoc; whereas now, we can be more proactive and plan for a six-year timeline."

The firm is aiming to stage between four and six matches annually involving the Lions and world-class national teams like England and Argentina as well as top international club sides.

A tournament involving the Lions and top Asian clubs is targeted to coincide with next year's Chinese New Year, while a pre-season invitational competition, similar to the Emirates Cup that features English side Arsenal and three other European clubs, is in the works for July next year.

Minister for Culture, Community and Youth Lawrence Wong called it a "landmark and milestone deal" at the signing ceremony at FAS' headquarters at Jalan Besar Stadium .

"We think it's a significant vote of confidence in Singapore football. We look forward to this catalysing and motivating further development in football, particular for youth development, which is an area we are focusing on."

The FAS will be tapping MP & Silva's extensive network - it distributes the media rights in Asia for several European football leagues, including those in Italy and Spain - to open new doors for players. Said FAS president Zainudin Nordin: "We are delighted to work with them to revolutionise the way we market football and promote our national teams and enhance fan support and engagement."

MP & Silva, whose annual revenue is more than US$650 million (S$879 million) and is based in both London and Singapore, has been expanding its reach in what it sees as a growing South-east Asia market. Last month, it signed a 15-year, RM1.26 billion (S$470 million) deal with the Football Association of Malaysia.

Mr Radrizzani said media consumption among the region's expanding middle class is changing - that group can afford and want more say in what it watches.

"And the best product for pay TV here is football," he added.

Deal opens doors for talent
MP & Silva's $25m partnership offers new overseas prospects for players
By Jonathan Wong, The Straits Times, 3 Feb 2015

SINGAPORE international defender Safuwan Baharudin's move to Australian A-League side Melbourne City on loan last week could be seen as a sign of better things to come for local footballers.

More of such opportunities will be made available to the country's most promising talents, thanks to a tie-up between the Football Association of Singapore (FAS) and international media rights company MP & Silva.

Beyond the record $25 million, six-year deal that was signed yesterday, FAS president Zainudin Nordin believes the new partnership will create potential overseas training stints for the Republic's homegrown stars.

And when these players return home, their presence will revitalise the local football scene, he said yesterday on the sidelines of the signing ceremony.

"You want quality and the quality comes from good players who can uplift clubs. So the basic building blocks have to be players first, then the team.

"We want our players to get that exposure, and with that exposure the name and brand of the player will enhance local clubs."

MP & Silva has an extensive presence in top leagues in Italy, France, Spain and England. Last year, it was appointed as media adviser to the Belgian Jupiler Pro League for six seasons.

It will lean on this relationship to open doors for Singaporean players to gain much-needed international exposure, said MP & Silva's founding partner Andrea Radrizzani, 40.

"There can be potential cooperation between both Singapore and Belgium with a number of players spending three months in the summer trying out at a Belgian club and hopefully in one to three years it will bring concrete results," said the Italian.

While the Belgium league ranks below England, Spain and Italy, its has developed a reputation in recent years for developing talent.

Zainudin said: "When you look at the network that it (MP & Silva) has, the kind of opportunities they can offer, there is immediate connectivity.

"You're taking about exposing our S-League players and our National Football Academy players to stints in Europe. It (MP & Silva) wants this and you will see this happening more and more."

The S-League has continually struggled to attract crowds while the Lions' tepid defence of their Asean Football Federation Suzuki Cup title last November has raised doubts about the standard of Singapore football.

Besides developing the elite levels, the FAS is also mindful that the cash injection must reach the grassroots.

A survey of primary school pupils it conducted last year found that nearly one in two children wanted to play football but only 5.9 per cent of boys and 1.6 per cent of girls actually do.

Said Mr Zainudin, who is also a Member of Parliament for Bishan-Toa Payoh GRC: "We need to work with schools more intensively, provide for facilities and a different style of football.

"In the next month or so we'll announce our new technical team and in the next few years the way we work with young players will be transformed and hopefully with this new methodology our youth development will be more significant at the grassroot level."