Singapore Sports Council known as Sport Singapore from April in rebranding exercise

Singapore Sports Council chief executive Lim Teck Yim unveils Sport Singapore, the new identity of the council, at a media conference on March 17, 2014. -- ST PHOTO: KEVIN LIM  
Singapore Sports Council chief executive Lim Teck Yim unveils Sport Singapore, the new identity of the council, at a media conference on March 17, 2014. -- ST PHOTO: KEVIN LIM  

The Singapore Sports Council (SSC) will be known as Sport Singapore from April, as part of a rebranding exercise to align itself with its ambition of promoting a sporting Singapore.

While its functions and role as the national sport agency will not change, SSC chief executive officer Lim Teck Yin felt it was time to put in place a "fresher, more vibrant" identity to better reflect Vision 2030, the blueprint for Singapore sports drawn up in 2011.

"Our journey along Vision 2030 is well underway," Lim said in a briefing to the media on Monday. (Its) key elements... is something that needs to be communicated through our brand identity and Sport Singapore is that identity.

"We are the governing authority for the investment of public funds in sport in Singapore, but more than that, we are in the ecosystem to partner our stakeholders and this is what this brand identity communicates."

The agency will also take on the same tagline as Vision 2030, "Live better through sport".

The rebranding will take place in the same month as the launch of ActiveSG (April 26), a national movement drawn from the Vision 2030 idea of super sports clubs to help Singapore residents pursue a lifelong interest in sports.

Under ActiveSG, individuals will be given the platform and resources to participate in sport, no matter their skill level and backgrounds. Their free membership will allow them access to all sports centres island-wide, while building an affiliation to one of the five zones (Central, North, North-east, East, West) in Singapore.

Makeovers, such as aqua gyms and alfresco lounge areas by pools, have also been planned for some older facilities.

The moves are part of a number of initiatives to make sport more accessible. Last week, during the debate on his ministry's budget, Acting Minister for Culture, Community and Youth Lawrence Wong announced that the Government will be committing $1.5 billion to build new sports facilities or spruce up existing ones. The goal is to give Singaporeans a venue for play and exercise within 10 minutes of their homes.