ASEAN Basketball League

SEASON

2010/2011

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Address by Chairman

Highlights

Introduction

- Background basketball in Singapore

- Description of the league - Values

- Partners

2009 ABL After events report (Brief)

Publicity and Exposure

Opportunities (marketing and publicity)

Benefits

- to the company

- to ABL

- to the community (in Singapore and overseas)

Appendix

Sponsorship packages

Message from the ABL and Singapore Slingers Chairman

“Dear friends, it has always been a dream of mine to be able to be involved with the development of sports in the ASEAN

region. The ASEAN Basketball League is a creation that I hope will be the catalyst towards a new era in sports development,

management and administration.

I am very excited about creating a truly ASEAN sports brand that will reach out to the 600 million of our fellow South East

Asians and to unite them in a regional sporting experience.

I also see this as a fantastic marketing vehicle that will enable ASEAN and international brands alike to embrace what is

effectively the world’s second most popular sport and to use it as a marketing tool to promote your brands in South East

Asia.Sports is a fantastic communication medium to the masses. That is why I have used it so effectively in marketing of the

AirAsia brand. This is evident by our successful sponsorships of Manchester United, the Williams Formula team and many local

events in South East Asia.

I am looking forward to welcoming you to the ASEAN Basketball League family as this is a long term project that I am

committed to and would like to embrace my fellow businessmen and entrepreneurs as partners in the ABL.”

–Tony Fernandes, Group Chief Executive Officer, AirAsia

Introduction

Background of Basketball

Basketball’s the second largest game in the World and is currently being played in 213 countries with 450 million registered

players. It was invented in Canada as a game that could teach values about teamwork while being active and quickly spread to

North America - first as a college game, then to universities and high schools, finally as a commercial and professional league.

It gained popularity most significantly in the 1990s with Michael Jordan entering the National Basketball Association (NBA)

leading to more cities in North America demanding teams of their own.

FIBA World Championships had a TV audience of 1 billion in 155 countries and in the recent 2010 NBA Finals, the series

attracted and average of 18.1 million viewers – a 30% increase from 2009, while the Game 7 of Finals itself pulled in 28.2

million viewers.

One of the reasons for its gain in popularity is the simplicity of the game that manages to cross all borders of sport and

entertainment. It also appeals to all age groups and thus makes a good family sport that can include everyone. Basketball has

currently one of the highest participation rates at schools and community centers throughout Singapore

Description of ABL

The ASEAN Basketball League officially started on September 1, 2009 as the first international professional basketball league

in South-East Asia. In addition to the local basketball leagues in their respective countries, the Philippines, Thailand, Indonesia,

Malaysia, Brunei Darussalam and Singapore have come together with the single purpose of setting up a regional league that

will celebrate the differences in diverse basketball styles as well as promoting friendly rivalry and sportsmanship.

The league, which will be played between October and February of the following competing year, will initially be made up of 6

teams which are owned and operated by private owners, and will compete in a home and away league format, with knockout

stages leading up to the finals.

With a US$5 million backing from Malaysian business tycoons Tony Fernandes of AirAsia and Indonesian media mogul Erick

Thoir, the goal is to boost the mainstream popularity of basketball, which is already the second most popular team sport behind

football. Furthermore, it also aims to be a platform to develop local talent. Tony Fernandes believes that using overseas

professional players will help increase the competitiveness and skills of the local ASEAN players.

With the collaboration with Tune Sports and E-Live, ABL expects to cater to a population of 600 million people from all over

ASEAN who are constantly demanding new forms of entertainment. It looks to create a new sports property in South East Asia

that will merge high performance sports action with family entertainment to engage audiences of all ages.

Partners

ABL is a collaboration between Air Asia, the largest no-frills budget airline in the region and Indonesia media giant E-Live

Entertainment and the South East Asian Basketball Association (SEABA). GE was the title sponsor for ABL 2009, Air Asia the

official airline and Boden the official ball sponsor.

For ABL 2010, Air Asia will take over from GE as the title sponsor and also remain as the official

airline. As Air Asia flies 90% of its routes throughout the ASEAN countries, it contributes towards

greater mobility in the region for the teams as well as the supporters. As it continues to expand its routes throughout the region,

it creates a great opportunity for synergies between the league and Asia’s number one budget arline as Air Asia’s focus on

promotion and marketing will help add to the ABL brand and offer greater advertising opportunities moving forward.

As ABL is still a new league, there are a lot of opportunities for sponsorship and marketing. As the Secretary General of the

International Basketball Federation (FIBA), Patrick Baumann says, ‘Asia was ready for a professional league but there is a

pertinent need to make sure that it gives good entertainment and doesn’t fade away after a few years’ . Hence it is important to

keep the league well funded to ensure that they have the financial capability and flexibility to expand.

In Singapore, ABL is supported by the Singapore Sports Council as well as Basketball Association of Singapore (BAS), FIBA

and SEABA. The support of these official national bodies solidifies ABL’s commitment to the development of basketball in South

East Asia and adds credibility by providing an external source of regulation. For example, For example, the Singapore Sports

Council has generously provided the official referees for the matches held in Singapore.

ABL 2009 after event report

The first ASEAN Basketball League season drew to a close on the 20 th of February (Saturday) with a match between the

Philippine Patriots and Satria Muda Britama in Jakarta, Indonesia which ended in a 75-67 win for the Patriots. The top four

teams of the league for 2009 also included the Singapore Slingers and the Kuala Lumpur Dragons.

Based on average attendance per match for ABL Season 1, the average stadium attendances are as followed:

For Indonesia, the attendance during finals went as high as having 4000 people, showing their support for the team.

Publicity Report

Regional TV Coverage

From October 2009 to February 2010, the ABL was telecast on ESPN / StarSports. LIVE games were telecast a minimum of

once a week during the Regular season and additional coverage during Playoffs with an ABL Highlight Program, lasting 30

minutes, once a week. ESPN broadcasted one Original ABL LIVE Games and Highlight Program and at least 1 repeat airing on

ESPN / StarSports.

Altogether, ABL was aired on ESPN SE Asia (Macau, Indonesia Korea, Vietnam, Papua New Guinea,Cambodia, Myanmar,

Singapore, Thailand), ESPN Malaysia (Malaysia & Brunei) and ESPN Philippines. Regional terrestrial TV platforms which

broadcasted ABL LIVE matches and the Highlight Program were JakTV (Indonesia) and TV5 (Philippines). 8TV (Malaysia)

broadcasted the ABL Highlight Program once a week and ABL Play Offs matches were streamed online on FIBATV.com.

In total, The League (ABL) achieved US$ 3.4 million in discounted media value through its brand exposures generated on TV

during the five games analyzed by Repucom and an estimated US$ 20.5 million for the entire tournament broadcast.

Full Tournament Broadcast Analysis

(a) League & Team Sponsors

The broadcast analysis is derived from all ABL

Regional Broadcast which includes:

1. Terrestrial TV Stations in Jakarta,

Phillippines and Malaysia

2. Satellite Broadcast on ESPN/ Star Sports

(LIVE & Repeats – Regional)

3. LIVE Internet streaming on FIBA LiveStats

in UK and America

(b) All ABL Teams

This broadcast analysis is based on all 53 games from Season 1 (Oct 2009 – Feb 2010) and derived from respective

Teams’ branding that was caught on TV (terrestrial, satellite and IPTV).

Online Media

(a) Facebook

ABL’s facebook page was founded on 19

January 2009 and up to date, has 6.827

regional fans. It is being used as a social

media tool as updates on the league are

being posted so that fans can be kept in the

loop.

(b) Twitter

Twitter is also another online social media used to keep its followers up to date

with the latest ABL news. To date it has 626 followers.

(c) Internet Websites

Internet websites such as Red Sports and singaporesports.sg cover the ABL games as well as any updates. Not only are these

internet websites easily accessible regionally but as they also cover a wide range of sports, it has a wider audience which

enables it to be a very powerful tool for outreach and publicity.

ABL 2010

Having ABL 2009 as a platform to build on, we are confident that ABL 2010 will be able to hit new heights.

With the element of time and familiarity on our side now, ABL is now exploring additional avenues to concurrently improve their

partnership relations with their corporate sponsors, as well as to develop the league. They hope to achieve this by incorporating

more opportunities and flexibility within the events in the sport.

Regional Stadium Venues

Publicity and Exposure

The same Media Channels and coverage from 2009 will be maintained. Moreover due to the Youth Olympic Games that is

being held in Singapore, sporting websites and channels have been getting more hits. It is expected that the hype of sports due

to the YOG in Singapore as well as the start of the Formula 1 season will have a chain effect on ABL.

Community Involvement

ABL is also stepping up their commitment to develop local talent, requiring all teams participating in the league to create

development programs which will reach out to youth; the Under-14 and Under-17 category. Each team will have at least one

junior league that strives to provide and strengthen the educational and training access to cultivate young talent.

All teams will commit professional players to be heavily involved with their respective development programs .The long term

goal is to increase the technical skills of young players, to nurture and train them since young and to provide them with a solid

foundation to develop their talent.

These programs will be a strong catalyst to dramatically improve the level of basketball in the region and inspire youth to

engage in sports and eventually have a possible AND feasible career in sports. Besides that, youth will have access to

nutritional values and advices from the players; a comparison to their daily diet of fast food, oily processed food, high

cholesterol food with zero nutrition.

Opportunities

On a Macro Level

To take advantage of the huge middle income populations, especially in Singapore, Indonesia and Philippines who have the

ability to travel abroad for holidays and recreation. This increases the regional aspect of the ABL as a great regional marketing

tool. Looking forward, the ABL is looking to increase the size of the league by getting teams from Hong Kong and Australia

within the new few years.

The ABL creates the perfect opportunity for its sponsors to tap into local and regional markets with a popular sporting event that

combines high energy entertainment with adrenaline pumping athletic action. It thereby serves as an ideal marketing tool to

enhance business penetration plans into ASEAN.

With the current corporate entities and their connections already on-board, there will be potential co-brand relationships in the

ABL.

On a Micro Level

With ABL’s dedication to the development of sports, It requires each participating team to contribute to the society through

activities such as children’s development programs, basketball workshops and school holiday training camps. This creates new

opportunities and avenues to reach out to local communities via little leagues, basketball workshops in schools and community

centers and is especially crucial in new markets.

At the same time, this creates promotional activities in each participating country. Sponsors would have the opportunity to reach

out to a wider audience through their involvement. For example, through school visits by the teams and sponsorship freebies

during game days. There is also the opportunity to market upcoming products and business opportunities during half time

activities, websites, fan clubs and even via official team media partners. The League’s website also plays host to numerous

kinds of advertisements and highlight special events that reach out to the ASEAN region.

Thus with the wide geographical coverage and age group it appeals to, the deep channels (to the grassroots) and with the

support of the various official sporting bodies, involvement in the ABL will be an effective marketing channel.

Sponsorship Entitlements

As all Sponsorship entitlements are open for discussion, here is a rough guide as to what it entails.

For Co-Sponsor (league):

1. Corporate logo featured on match TV coverage Corporate logo will be featured on opening billboard (min. 5

seconds)

2. On-court Branding Refer to Appendix for illustration

3. Courtside Signage Refer to Appendix for illustration

4. Corporate logo branding on ABL website Refer to Appendix for illustration

5. Ten(10) complimentary tickets per game Refer to Appendix. Also available are corporate hospitality

packages that include:

A *Premium corporate box accommodating

eight(8)guests

*Corporate box signage

*Premium food & beverage to be served

*Copies of Game Night program

6. One(1) sales/promotion booth space per game

7. Access to international players for promotional

activities

8. Access to use team and players’ for images for

A&P

For Team Sponsorship for Singapore Slingers, an example of items included will be like:

- Official naming rights partner for 2010/11 and the option for next two (2) seasons

- Home & Away Playing Uniform Signage

- Logo embedded into Slingers logo and on all Team & Corporate uniforms

- Court Signage –Both Keys

- 2 Full Rotations of Courtside Signage

- Two (2) 30 second TVC’s on the main video scoreboard

- Company name and logo on Singapore Slingers company website

- Prominent position on Slingers regular newsletter sent through constant contact data base of 11.000 +

Once again, as all entitlements are open for discussion, this allows sponsors to have greater flexibility in choosing according to

their needs.

Projected Sponsorship ROI

ENTITLEMENTS DETAILS VALUE (USD)

Exclusive Naming

Rights

Credited as Official Sponsor in all ABL Communications

Exclusive &

Intellectual

Property Rights

Access to three (3) players appearances for A&P activities

Access to use team and players’ images (group of 3) for A&P

Database rights Teams may share fans database with Sponsors for internal brand/on-ground activations.

Exposure oh TV

(2 hr LIVE

game/30mins

highlight show)

On-Court branding exposure (1 x decal and minimum 1 x Signage)

Approx 2 min exposure @ 30 games @USD1,800 @ 3 highlight shows

Approx 5 min exposure @ 10 games @USD1,800 @ 2 LIVE games

Approx 2 min exposure @ 30 games @USD1,800 @ ESPN (highlight shows) in 6 countries x 2

(repeat prog)

Approx 5mins exposure @ 10 games @USD1,800 on ESPN/Star (LIVE) in 6 countries x 2 (repeat

prog

5,760,000

TV Programming Special feature graphics, OBB/CBB, Super Impose. 25k @ 10games @4 telecast (2hr LIVE Show on

JakTV, ABC5 and ESPNx2) and @5.5k @10 games @ 5 telecast (8TV, JakTV, ABC5 and ESPNx2

(30’ Highlight Show)

1,275,000

Print Coverage Regional Print Media ( Press Releases, Game Highlights, On-Court Branding Exposure @30 games

@USD500 @5 print media @6 countries

450,000

New Media

Initiatives

News sites, Websites, Blog sites, Social Networking Sites (Facebook, Twitter, TwitPic and etc)

Corporate

Hospitality Boxes

1 Corporate Hospitality Box: USD10k @ 30 games 300,000

Sales booth

(space)

1 space @ 3 x 3m @ 30 games @USD500 (booth not included) 15,000

Ticketing 10 VIP complimentary tickets @USD20 @ 30 ABL games 6,000

ABL website Sponsor logo credit @ USD400 @10mths (Dec 2009 to Sept 2010) 4,000

TOTAL VALUE Minimum ROI = 15:1

USD 7,810,000 : USD500,000

7,810,000

Appendix

Sponsorship Entitlements

(1) Televised Match Coverage – Special Feature

- Opening billboard (pre-game)

- TAI SUN logo will be featured (with a minimum of 5 seconds)

*graphic above is for illustration purposes only – the exact graphic will be differ.

(2) Exclusive Graphics

• Team Profile – minimum *10 seconds logo appearance

• First Half Team Statistic - minimum *10 seconds logo appearance

• Final Game Statistic - minimum *10 seconds logo appearance

(3) On Court Branding Locations

- a minimum of TWO (2) A-Board in every venue

(4) Corporate Hospitality

- Can include a premium corporate box accommodating 8 guests

- Corporate box signage

- Premium F&B (starter pack) to be served

- Game Night program

(5) Website Branding

- 1 x Leaderboard banner on http://aseanbasketballleague.com

- Logo displayed on http://aseanbasketballleague.com (bottom of the page)

- Official Website with a hyperlink to Company’s Official Website

Profiles of Participating Teams

(1) Satria Muda BritAma

Team Owner: Mr. Erick Thohir

- Founder & Director of Mahaka Group

- President Director of Beyond Media, holding company for Mahaka Media

(Delta FM, Gen 98.7FM, Prambors FM, FeMale Radio, Jak FM) Harian

Umum Republika, Harian Sin Chew Indonesia, Golf Digest, Republika

Penerbit, Parents Indonesia, Female)

- Mahaka Advertising

- Mahaka Entertainment

- President of Indonesian Basketball Association (PERBASI) and Southeast Asian Basketball Association (SEABA)

(2) Philippine Patriots

Team Owners: Mr. Antonio Cojuangco and Dr. Mikee Romero

Mr. Antonio “Tonyboy” Cojuangco

- Former Chairman of Philippine Long Distance Telephone Company

(PLDT)

- Former President and CEO of Associated Broadcasting Company

(ABC5/TV5)

- Owner of Dream Satellite Broadcasting

- Chairman of Bank of Commerce

- Chairman of Cap Life Insurance Corporation

Dr. Mikee Romero

- President and CEO of Harbour Centre Port Terminal Inc.

- CEO of Manila North Harbour Port Inc.

(3) KL Dragons

Team Owners: Datuk Robin Tan Yeong Ching, Dato’ Wira Dani Daim

and Mr. Ruben Ganalingam

Dato’ Robin Tan Yeong Ching

- Executive Director of Berjaya Corp Bhd

- Berjaya Media Berhad (Sun Newspaper)

- Food & Beverage (Berjaya Roasters Malaysia, Roasters Asia Pacific HK,

Berjaya Starbucks Coffee Company Malaysia, Wen Berjaya – Wendys, Berjaya Pizza Company, Papa John’s

Pizza, Berjaya Krispy Kreme Doughnuts)

- Game & Lottery Management (Sports Toto Malaysia, Prime Gaming Philippines,International Lottery & Totalizator

Systems. Berjaya Lottery Management HK)

Dato’ Wira Dani Daim

- Chairman of Astute Capital Limited

- Deputy Chairman of Magnus Energy Group Limited.

- Non Executive Director of Byford International Ltd.

- Managing director in various companies which includes M&A Business activities (power, coal and oil sectors in

Malaysia, Indonesia and Africa)

Mr Ruben Ganalingam

- Executive Director of Westports Malaysia Sdn. Bhd.

- Board of Directors of Westports Malaysia Sdn. Bhd. and Westports Holdings Sdn. Bhd.

(4) Brunei Barracudas

Team Owner: Ms. Nadzaty Azma Azeez

- Everwide Darulsalam Sdn Bhd – One of the leaders of Electric and

Electronic Contractors in Brunei

(5) Thailand TIgers

Team Owner: Mr. Kobsak Chinawongwatana

- CEO of Freeinternet Co. Ltd

- Executive Director of Fiber-to-the-home Co. Ltd

- Managing Director of Prodrive Motorsports Co. Ltd