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Singapore Airlines to be new title sponsor for F1 Singapore Grand Prix

Singapore Airlines (SIA) was recently revealed as the new title sponsor for the 2014 and 2015 Formula 1 (F1) Singapore Grand Prix, taking over from Singtel. Leon Perera, Chief Executive Officer of Spire Research and Consulting, saw the F1 and SIA partnership as a good fit, given both brands’ appeal to the business community.

Perera observed that since both brands share a similar target audience profile, there would be synergies in terms of brand-building. Both brands exert a strong appeal to the business community. Singapore Airlines is a strong performer in Business and First Class travel while the F1 is a major venue for business entertainment.

He opined that as the flag carrier of Singapore, SIA can explore co-branded travel packages with fringe benefits for inbound visitors travelling to Singapore specifically for the F1 Grand Prix and the associated events.
Perera shared that the improving economic environment in Europe and North America should boost the visitor numbers for the 2014 F1 in Singapore.

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