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Singtel Media to handle media sales for 2018 FIFA World Cup

Singtel is to be the sole media sales distributor of advertising airtime in Singapore for the FIFA World Cup, despite the tournament’s broadcast rights being shared between its media rivals.

Following a deal announced earlier this week, Singtel, StarHub and Mediacorp will all be able to broadcast the game’s 64 matches in a move away from the Pay-TV networks’ perceived monopoly on previous events.

However, despite the more egalitarian broadcast schedule, Singtel Media will serve as the only point for brands wishing to buy advertising space across the three platforms.

According to Singtel, the telco has already received “strong interest” from advertisers in banking, insurance, F&B and consumer electronics sectors.

Under the deal, marketers and media agencies will only be able to buy advertising space in bundles across all three platforms, a Singtel spokesman confirmed.

Singtel declined to reveal details of how the advertising revenue will be split between the parties.

The announcement follows an agreement between the broadcasters to air the FIFA World Cup 2018 at an “à la carte price” following ongoing criticism over the cost disparity of watching the international tournament on different channels.

StarHub’s general head of business Callie Ng said: “FIFA World Cup™ is the biggest sports event of the year and all eyes will surely be on it in June. The sheer scale of this marquee event, along with the combined reach of all three media platforms, makes this a unique proposition  for media agencies and advertisers to get their messaging across to their audiences effectively.”

“This is also an unprecedented occasion for brands to rally the nation behind a shared passion,” added Parminder Singh, Mediacorp’s chief commercial officer.

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