Rebranding of The Kallang

*1113. Mr Chua Kheng Wee Louis: To ask the Acting Minister for Culture, Community and Youth what is the total expenditure and fees budgeted for and already incurred in relation to (i) the renaming of the Singapore Sports Hub to The Kallang and (ii) the renaming of Kallang Alive Sport Management to The Kallang Group.

Response:

1. Since the Government took over the Sports Hub in December 2022, it has become more vibrant and accessible to Singaporeans from all walks of life. In this time, The Kallang has seen more than 4,000 event days and welcomed nearly 9.5 million visitors. The Kallang Group has hosted world-class sport and entertainment events, from the Singapore Tennis Open to the Taylor Swift concerts, as well as various local community events including more than 200 National School Games and school events, and annual signature events like Harmony Fest!, Majulah Fiesta and One Countdown.

2. The destination rebranding of the “Singapore Sports Hub” to “The Kallang” seeks to strengthen its reputation as a leading destination for sport, entertainment, lifestyle and community events in the region. We have since received positive feedback for the new name, and how it honours the cultural significance deeply embedded in Singapore’s sporting heritage and collective identity.

3. This destination rebranding exercise was managed within the operational budget of The Kallang Group, with no increase to the overall operational budget provision for the Group. The Kallang Group has been prudent, leveraging  planned events to amplify rebranding efforts and ensuring cost effectiveness throughout the procurement process.