Subject Name: Events Sponsorship & Marketing
Assignment: Case Study Report
Facilitator’s Name: Ms Shelia Sim
Class Group: TB06
Student’s Name: Liaw Jia Yan
Admission Number: 1802366C

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About OCBC Cycle

OCBC Cycle is the largest mass cycling fiesta held annually in Singapore categorised under sports related event. The very first OCBC Cycle was launched in 2009 and this year, the event falls on the 11th and 12th of May 2019 at Singapore Sports Hub which is organised by Pich Event Management. (OCBC Cycle, 2019) OCBC chose to sponsor a cycling event as they believe in giving back to the community via sports and that cycling is a sports activity which anyone can pick up easily. As OCBC is one of the largest sponsorship partner with Singapore Sports hub, holding OCBC Cycle at Singapore Sports Hub will further promote both the event and venue location. OCBC Cycle provides a secure and safe cycling platform for participants on closed road.

As OCBC Cycle promotes healthy lifestyle and family bonding to their participants, three different main categories of rides are available. They are adults, kids and families and corporate category which mainly focuses on bringing people closer to one another through cycling. (Chia, L.,2019, April 10)

The event has included a family-friendly category called the OCBC Mighty Saver and Family ride which encourage and promote family bonding through cycling and leading a healthy lifestyle. (OCBC, 2019)

For adult and corporate rides, it is mainly divided into two segment of competitive and non-competitive ride. The OCBC Cycle Speedway Corporate Championship race first started out in 2017 and has been relaunched this year where corporate teams will compete against one another for prizes such as cash, trophy and the winner’s jersey for the whole team. Also, many Elite cyclists from all over Southeast Asia will also be participating in OCBC Cycle under the OCBC Cycle Speedway Southeast Asia (SEA) race. (Keong, C. H, 2019, May 12)

For this year’s 11th year of OCBC Cycle, there are a total of 23 partners for the event. Six new brands has just partnered with OCBC Cycle to become “friends” with OCBC Cycle this year. These companies who has just joined along with OCBC Cycle are Go Pro, Aleoca, SP Connect, Goal Zero, Hydro Flask and Cycliq. (OCBC Group, n.d.)

OCBC Cycle has also incorporated recycling and making the city a cleaner and greener environment throughout these years. This year, OCBC Cycle will stop producing single-use plastics for the race collection pack and they will also be planting a tree for every 50 participants. (OCBC Group, n.d.) For OCBC Cycle 2019, there are a total of 6735 cyclists which means 134 more trees will be planted in Singapore.