SingTel and StarHub in advertising battle over English football broadcasts as season kicks off

StarHub EPL print ad, Straits TimesSingTel EPL press ad, Straits TimesRival Singapore pay-TV firms SingTel and StarHub are going head to head in an advertising battle in the mainstream press today amid a bitter tit-for-tat over the right to screen football matches from the English Premier League, which kicks off later today.

Ad campaigns in the Straits Times see SingTel claim its TV package is “still the cheapest EPL deal”, while StarHub claims it offers the “most pro-bros deal in town” with “no lags, no freezes, pure action” and a $30 rebate for customers.

SingTel is offering its subscribers free viewing of the opening matches.

From this season, both SingTel and StarHub are able to screen Premier League matches after the government broke SingTel’s monopoly on broadcasting the sport.

SingTel’s appeal against the decision made by the citystate’s communications ministry was rejected. The company later announced that that the price for its Premier League package would rise from S$34.90 (US$27.40) to S$59.90 (US$47.10), which prompted a public outcry from its customers.

StarHub responded by offering a S$30 (US$23.50) monthly rebate, which would save its customers S$600 (US$472) over the next two seasons. But StarHub’s price is set at the same at SingTel’s S$59.90 package.

Courts campaign, Straits Times

SingTel’s current advertising agency is BBDO, although the account is to change hands after the incumbent pulled out of the ongoing pitch for the telco giant. StarHub’s advertising is handled by DDB.

SingTel and StarHub are not the only advertisers to run English football-themed messaging in the Straits Times today. Retailer Courts is offering its own football TV package as well as deals on big-screen televisions.


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