Sponsoring Sports for a Good Cause
TSL is proud to introduce the latest article in a series of sports-sponsorship related articles garnered from various publications, as facilitated by the Sport Singapore Corporate Partnership department. This article was first published in Entrepreneurs’ Digest, a publication by the Association of Small and Medium Enterprises (ASME).
Singapore companies have rallied behind, providing cash and kind to help fund sporting events for a good cause. We spoke to two SMEs who are active supporters of a Charity Golf Tournament organised by Metta Welfare Association, a non-profit charitable organization that provides special education, welfare services, community and medical care across nine centres to over 1,000 beneficiaries who are intellectually disabled, elderly and terminally ill.
The funds raised are channelled towards supporting the development and enrichment of Metta’s welfare programmes and activities for needy beneficiaries.
Rooting for Charities
Bee Choo Origin is a staunch supporter of Metta Welfare Association as the association’s mission is in sync with the beliefs of the company’s founder Cheah Bee Chew. Both in her own capacity and as a director of Bee Choo Origin, Madam Cheah has donated cash and kind to fund the association’s activities since 2009.
“I firmly believe in returning back to society for the blessings given to me as what goes around comes around,” said Madam Cheah.
Initial contributions were small but as the company expands, so too has the contributions towards Metta. From one outlet in Ang Mo Kio in 2006 providing hair treatment using its proprietary products, the company now has 120 branches in 10 countries.
Today, Madam Cheah participates in different fund raising events organised by Metta. Depending on the association’s requirements, she may place bids for items at auctions, sponsor Bee Choo hair products in goodie bags or donate prizes for lucky draws. Donation boxes are also placed at the outlets.
Apart from Metta, Bee Choo Origin, through its Malaysian operation, also supports sports activities for the disabled, including snorkel and swimming lessons organised by People Support People, a humanitarian organisation dedicated to serving the underprivileged.
Spirit of Give and Take
Distributor of honey based products S&N International Pte Ltd (Honey House) has supported Metta for the past three years, providing value in kind sponsorship. The contribution, depending on the organiser’s requests, can be Sparkling Honey Nectar for the celebratory dinner, bottles of honey for the lucky draw or honey sticks to be put in goodie bags.“How this company can be stable is due to the support of the public. It is a give and take,” said Sophia Lim, Director of Honey House.
Honey House has a spirit of giving and will give what it can afford. Be it in good or bad times, a budget is be set aside for sponsorship and charity purposes.
And the spirit of giving led to a pleasant surprise on one occasion when a bulk order of honey products was made by an organisation which participated in an event that Honey House sponsored.
Apart from Metta, the company also contributes honey products to tertiary institutes such as the National University of Singapore, Singapore Management University and the Nanyang Technological University to support their events.