Singapore’s Three‑Way Triple‑Play: A World Cup Rodeo — Even After the Deal
Just a 3‑month sprint until the Qatar 2022 World Cup goes live, the joint‑venture of StarHub, Singtel and Mediacorp still wonders how to turn a $25 million bet into profit.
Two Big‑Money Engines
- Subscribe‑and‑Pay – get folks to sign up for premium or pay‑per‑view packages.
- Ad‑Gains – squeeze out advertising dollars by selling ad slots during the games.
James Walton (Deloitte SEA) warns that a late announcement and the mid-season timing of Qatar’s games will clip both revenue streams.
Why the Clock is Tight
“We’re only 21 days away from kickoff, leaving little time to drum up hype and lock in new subscribers.”
“And because the World Cup happens during the middle of Singapore’s football season, broadcasters lose the neat attaching‑to‑Premier‑League bundle that usually boosts viewership.”
The Midnight (and Midnight‑again) Challenge
Out of 64 matches, 33 start at midnight or later. That’s not exactly prime‑time for most households.
“It’s a tough sell,” Walton admits. “You’re basically asking people to watch soccer while they’re about to hit the hay.”
For those with the “flexible work hours” or a boss that loves late‑night football,
the options are:
- Buy the entire package (all 64 games)
- Pick only the hottest tournaments or friendly round‑ups
- Go the streaming route and catch every match online ⏩
Even on a good day, keeping the audience glued to a tube that starts at 00:00 is a tall order.
Other Money‑Making Ideas
“Apart from subscription and ads, you can host fan‑events, pop‑up screenings or themed parties if the world’s best get enough people to show up,” Walton adds.
The Sponsor‑Like Flex
“You’ve got to know it’s still FIFA’s property,” Walton clarifies. “You’re not a sponsor, so you can’t push your own merch or activation.”
Dr. Ramaswami’s Take
Singapore Management University’s marketing professor Dr. Seshan Ramaswami argues that while drops in revenue may be inevitable, the long‑term strategy is defence‑building: to use the World Cup to boost the broadcasters’ brand image among both viewers and advertisers.
「The World Cup is not just a one‑off; it’s a chance to pin the journalists and viewers’ loyalties to your network’s name, so think about the marketing story you’re telling as we move into the post‑match era.」
Bottom Line
The 2022 World Cup is a win for the sport, but for the Singapore trio, it’s a race against time, a midnight nightmare, and a brand‑building marathon. Will they convert a $25 million charge into millions of value? Only the matches will tell.
A Fresh Take on the World Cup’s Business‑Side Game
In the latest call for broadcasters, Dr. Ramaswami dropped a game‑changing idea: B2B deals could become a new cash flow stream. Picture this—fast‑food joints, rooftop terraces, and sports pubs all buzzing with fans. “That’s a gold mine,” he says, because corporate viewers tend to pay a bit more for a front‑row seat.
Corporate Screening Costs in 2018 (The Benchmarks)
Standard‑size screens (less than 50 inches/127 cm)– Base package: $3 090– Add one screen: $2 020Large screens (over 50 inches)– Base package: $5 230– Each extra screen: $3 090These numbers came from a 2018 World Cup viewing package, where businesses could edit the atmosphere to their liking—lightning by apron of zap; a major growth opportunity, if you ask us.
“Everything’s Changed,” Says the Gen‑Z Market
Dr. Ramaswami pointed out that the media landscape has flipped three times since 2018:
“You can’t become the ultimate king of the network,” he explained. “The domino effect stops you from bundling everything together—so you lose that sweet cross‑sell advantage.”
What Does It Mean for the Market?
Bottom line
Broadcasters, you can keep your eye on the corporate box seats, but don’t count on automatic cross‑bundles in Singapore—they’re just not allowed. Instead, lean into the high‑spending youth market that’s been streaming their way into nationwide culture.
