Michael Johnson of Singapore Slingers reveals how sport builds a universal platform - whether you're part of the action or cheering from the sidelines.
Michael Johnson
Singapore Slingers
GAMES Singapore Indoor Stadium. OFFICE Geylang East Swimming Complex, 601 Aljunied Crescent. Tel: 6346 1004, www.singaporeslingers.com
Business established: 4 years
Niche: Singapore's only professional basketball team.
Singapore's first professional basketball team emerged from the transfer of licence of the former Australian National Basketball League (NBL) team to Basketball Enterprises. The team got its Singapore Slingers moniker when the franchise officially moved to Singapore and is now owned by a group of basketball aficionados - primarily consisting of Singaporeans and Malaysians, giving the Slingers a competitive edge in the region. Slingers has a good mix of regional and international players and after competing in the NBL, now plays in the recently-established ASEAN Basketball League from October to February each year, against five other South-East Asian countries: Malaysia, Thailand, Brunei, Indonesia and the Philippines.
TF: Biggest return-on-investment?
MJ: Establishing the ASEAN Basketball League. It's allowed the Slingers to play against regional teams. And as we're not travelling back and forth to Australia, it's reduced the team's travelling time and costs. Since the League now covers a much wider population base, we hope regional basketball will also gain increasing recognition from sponsors.
TF: Does the team work with external sports groups?
LK: Absolutely. We work closely with the Singapore Sports Council and the Basketball Association of Singapore, as well as local and International schools. We run between 80 to 100 free school clinics annually and take part in almost 60 community appearances and events each season.
TF: Any challenges in introducing a professional basketball team to Singapore?
MJ: Basketball is actually Singapore's second-most hotly participated sport - sometimes through organised competitions, but more often played at Community Centres and HDB basketball courts.
Singaporeans are used to specific sports events, rather than a six-month season. So this isn't an easy market for professional sports competitions. The biggest challenge is to get the message out - who we are and when and where we play. Not many people realise most of our players and our head coach are Singaporeans. Local sports media coverage is also different to Australia and the US, so we've had to be more creative in order to increase brand awareness. While interest has steadily increased over the past four years, we still have our work cut out for us.
TF: Any future plans?
MJ: The ASEAN Basketball League is now moving into its second season and all six teams play against one another in their home countries and abroad. We expect with the increase in spectator support throughout the region due to this reach, sponsorship is also sure to increase in tandem. Particularly when companies realise the League is played in major ASEAN countries with a large population base. That can only mean good things for the League overall - and basketball fans!
Did you know...
Singapore Slingers' team colours of red, white and gold are a tribute to Singapore.
Red Good luck, excitement and celebration.
White Paired with red to form Singapore's national colours.
Yellow An imperial colour often combined with red in local celebrations.
Posted Jan 2010
