The Singapore Festival of Football (SFOF) was officially launched at the Pan Pacific Hotel on Friday. This sporting phenomenon has the potential to reshape international football, and this event is another step towards that goal. On April 1 2016, TEG Sport and the Singapore Tourism Board (STB) created a thrilling five-year alliance. Aside from the opening match, this collaboration will send regular European football fixtures to the city-state every other year — 2025, 2027 and 2029 to be precise.
The first SFOF took place in 2022. It pulled in a solid crowd of more than 130,000 rabid fans to the National Stadium. The event featured top-tier teams including Liverpool, Tottenham Hotspur, Leicester City, and Bayern Munich, setting high expectations for future tournaments.
Through this year’s SFOF, we aim to present some of the biggest clubs in the world, including Arsenal FC, AC Milan, and Newcastle United. Arsenal will open their competition on July 23 against AC Milan. They’ll precede that with a home friendly against their recently relegated counterparts Newcastle United on July 27. Save the date — we hope to see you there! Adding to the excitement, Arsenal will have an open training session on July 25th at the Singapore Sports Hub.
A Platform for Fan Engagement
The purpose of the SFOF is to help grow the fan base for these clubs while providing to the fans. The tournament provides teams with an unparalleled opportunity to begin their pre-season training. Equally importantly, though, they have the chance to engage with their fans in Southeast Asia. Bacary Sagna, a former Arsenal player, brought attention to just how special this connection with their fans is.
“We know we have a big fan base in Asia, and especially in Singapore,” – Bacary Sagna.
He expressed his excitement about the upcoming matches, stating, “I’m excited for the fans… I’m really pleased to see people (being able to) witness this live, especially the kids.”
Given the excitement of players, and the resolve of organizers, there is a clear promise of developing inclusive community connections by way of the beautiful game. Shay Given, a former Newcastle United and current Newcastle TSG Ambassador goalkeeper, stressed that these matches are vital to build support in Singapore.
“That’s what these games are for as well and getting more Singaporeans to support Newcastle. I think that’s really important to grow the club.” – Shay Given.
The Significance of the Partnership
The collaboration between TEG Sport and the STB is designed to leverage Singapore’s strategic location, efficient infrastructure, and passionate football culture. Timothy Ho, Co-Founder of TEG Sport, said that they are excited for the partnership to deliver an immersive experience for local fans and participating teams.
“We are delighted with the partnership with the Singapore Tourism Board. The nation’s location, efficiency and passion for European football make it a natural spot for teams to conduct their pre-season training and connect with their fans in Southeast Asia.” – Timothy Ho.
This deeply local partnership doesn’t stop there. It attracts fans from throughout Asia, increasing the festival’s national and international profile and reach.
Looking Ahead
As we approach the SFOF, the excitement is tangible, with both teams and all supporters itching to kick off. With exciting clubs such as storied Arsenal, AC Milan, and Newcastle United, it’s sure to be a wonderful experience for everyone in attendance.
These teams are looking forward to their matches in July. They know that these fixtures are vital to growing their global fan base. Shay Given did a great job describing just how intense and competitive these games can get.
“There’s no friendlies when you play Arsenal. Once the referee blows the whistle, everyone turns competitive and will want to win the game, that’s for sure.” – Shay Given.
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