Brands
Singapore Airlines steers sponsorship for F1 Singapore GP through 2028
MUMBAI: Fasten your seatbelts, because Singapore Airlines (SIA) isn’t just cruising past the chequered flag; it’s doubling down.
The airline has committed to four more years as the title sponsor of the Formula 1 Singapore Grand Prix, cementing its partnership with one of the most anticipated events on the F1 calendar.
Since first revving up as the title sponsor in 2014, Singapore Airlines has proudly supported this electrifying race for 11 years, and now, the track is set for an extension covering 2025 to 2028. The event will retain its full-throttle name, FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX, kicking off this year from 3-5 October at the iconic Marina Bay Street Circuit.
This is no ordinary Grand Prix—it’s a spectacle.
Imagine the roar of engines reverberating through Singapore’s city streets, illuminated by a stunning night-time skyline. It’s not just a race; it’s a showstopper that puts Singapore on the global map as a premier business and tourism hub. The event draws racing fans, tourists, and international businesses alike, creating an economic ripple effect that benefits SIA’s global network.
What makes this partnership so special?
Commenting on the renewed partnership, Singapore Airlines chief commercial officer Lee Lik Hsin said, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic not just for showcasing our beautiful skyline but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”
Meanwhile, Formula 1 chief commercial officer, Emily Prazer added, “We are delighted that Singapore Airlines will continue as the title sponsor of the FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX. Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”
Beyond the adrenaline rush, the race serves as a turbocharged driver for Singapore’s economy, attracting thousands of attendees and coinciding with major international meetings and events. For Singapore Airlines, the sponsorship isn’t just about brand visibility—it’s about showcasing Singapore’s excellence to a global audience.
The renewed partnership promises to keep raising the bar. Whether you’re a racing enthusiast or a casual fan drawn by the glamour and glitz of the night race, the F1 Singapore Airlines Singapore GP guarantees high-octane drama, world-class entertainment, and Singapore’s signature hospitality.
So, what’s not to love? Stunning night-time views, thrilling races, and a brand partnership that screams excellence. Mark your calendars for October 3-5, 2025, and prepare to witness Singapore Airlines fly high—both in the skies and on the track.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
