S’pore firms join in Olympic spirit with products, services

S’pore firms join in Olympic spirit with products, services

By Desmond Wong,

A woman passes a poster of the Beijing Olympics in the Chinese capital.

SINGAPORE : The Beijing Olympic Games kick off this week, but Singapore-listed companies have already been flexing their muscles to give investors in Singapore a taste of the Olympic spirit.

From providing security products to sponsoring the Olympic anthem, such firms have received a boost from the world’s largest sporting event.

Sports clothing firm China Eratat Sports, for instance, has boosted its public profile with its sponsorship of the Olympic theme song.

But the company said it is keeping a focus on its business and target market, more than the event itself, so as to avoid any potential negative impact when the Games end.

“Our target audience is not just the youngsters or sports professionals, but a wide range of age groups, all the way down to working adults… And they will wear such products in their normal life, not just for sports events alone,” said Ken Ho, chief financial officer of China Eratat Sports.

Other firms like Lottvision have focused on projects that have longer term potential. It is providing video surveillance services in five of Beijing’s districts for China’s security bureau. It is also running an interactive WebTV service for sports fans in China to share their views.

Dennis Li, deputy chairman of Lottvision, said: “None of these are Olympic specific. You see, the city surveillance project was initiated almost two years ago, and it has been going on continuously.

“So even after the Olympics, it will carry on. Similarly for the WebTV projects… right now, during the Olympic period, there will be some special Olympic focus.”

An Olympic hangover does not appear to be in the works for these firms, having built their foundation now to last well beyond the Games. - CNA/ls

Source : Channel NewsAsia - 08 Aug 2008

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