The sponsorship marks Yakult’s fourth sponsorship for sport championships, after Singapore National Age Group, Singapore National Swimming Championships and the year-end FINA/Arena Swimming World Cup. These championships last into 2013.
The sponsorship deal was arranged by Dentsu Singapore, which was also appointed as the marketing agency for the events, to carry out Yakult’s activation duties.
Jeffrey Leow, president of the Singapore Swimming Association and chairman of the SEA Swimming Federation, said, “Swimming and Yakult have the same shared values—health, fun and excellence. The young swimming community in Singapore has grown alongside the brand Yakult over the years. I am very grateful for their continued support.”
The SEA Swimming Championships will see 10 countries participating in four disciplines: diving, water-polo, synchronised swimming and swimming. Swimmers will use this event as the last qualifying round for the London Olympics.
The FINA/Arena World Cup, meanwhile, is a six-city tour around the world. It will be held for the sixth year in Singapore.
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