Under Armour was the title sponsor of a major Singapore tournament over the weekend.
September 8, 2014 by Charlie Eisenhood in News with 4 comments
Athletic sportswear giant Under Armour made its first major foray into Southeast Asia with a title sponsorship of the 2014 Singapore Open, a major ultimate tournament that took place over the weekend.
From Yahoo Sports:
Ultimate frisbee might come as a surprising pick for a well-known brand like Under Armour to get behind, given the sport’s relatively low profile here. But Michael Binger, CEO of Triple Pte. Ltd., believes otherwise.
The retailer holds exclusive distribution rights for Under Armour across Southeast Asia, with the first outlets opening May in Singapore and the Philippines. With Under Armour seeking to further expand in the region, Binger says ultimate frisbee is a sport that fits their profile “quite nicely”.
“Ultimate Frisbee is a very engaging, very young sport; it’s an emerging sport, so it’s really right up our alley in those criteria,” he told Yahoo.
“We want to really also encourage sports at grassroots levels – it doesn’t have to be the sports that are necessarily in the media limelight – and really grow those sports with the association of Under Armour and really help them to increase their public and media profile.”
It is not the first time Under Armour has gotten involved in ultimate in Asia. They already sponsor Singapore’s top mixed team, Shiok!, which went on to win the Singapore Open this weekend.
Photo via @creichua and @sludgebrown.