Fronterra's sports management expertise comes in part from its team members who are themselves professional athletes. They have represented Singapore in the SEA Games and other international tournaments- from dragon boat racing, kayaking, rowing to adventure courses and other competitions.

Clients approach us to create powerful sports events in line with their corporate strategy. Some engage us to organize and execute a planned sports-focused project. Others turn to Fronterra to market their product or service by leveraging the powerful channel of sports and outdoors.

Our services include:

Event Creation & Management

Conceptualization of sports event / tournament
Planning, project management and event execution
Technical and logistics solutions
Location sourcing and coordination


Sports Marketing

Image branding
Public Relations
Sponsorships
Co-promotions
Event tie-ins


Sports Consulting & Research

Consultancy services for sports event organization and execution
Data-mining & audience targeting


The team at Fronterra draw their experiences from their involvement in the planning and execution of various past tournaments & races. Among them:

Singapore Adventure Quest 2001, Singapore 's first ultra-endurance overnight race that covered 150km in 36 hours. The non-stop race comprised sea-kayaking, long distance running, abseiling, ropes courses and more. It involved 200+ participants and over 10,000 spectators. President Nathan was the Guest-of-Honor.

Singapore Pools Rowing Championships 2002, the first showcase of Oxford-Cambridge style rowing at the Singapore waterfront which involved 200+ athletes and over 8000 spectators.

Merlion Rowing Championships 2002 / 2003, a regional rowing competition which involved 400+ participants from South East Asia and other Asian countries.

OCBC WooshBang Weekend Sports 2005, a multi-disciplinary sports carnival in Malacca for the OCBC Bank Group which involved 200+ participants from Singapore and Malaysia.