Enterprise Sports Group

What Enterprise Sports Group does

Enterprise Sports Group (ESG) is a Singapore-headquartered B2B professional services firm founded in 2005 by Mr Terence Khoo, operating across four service pillars: Events Management, Workplace Marketing, Sponsorship Representation, and Rewards Marketing. Its client base spans large corporates, sports federations and rights holders, and consumer brands, with marquee mandates including the Standard Chartered Singapore Marathon (48,000 participants), the Great Eastern Women 10K, the Cold Storage Kids Run, the Badminton World Federation Superseries sponsorship portfolio, and the Health Promotion Board's National Steps Challenge Corporate Challenge (160,000+ participants from 1,130+ companies). ESG also operates the ESG Wellness Series, a workplace wellness community reaching 700,000+ employees across 700+ Singapore companies through virtual talks, onsite health screenings, and gamified engagement programs.

ESG's product surface is organized into discrete service modules - Sports Events, D&D and Awards Ceremony, Team Building, Family Day, Partner Events, and Virtual Events - bundled under core Events Management, alongside Workplace Marketing, Sponsorship Representation, and Rewards Marketing offerings. No proprietary technology platform is disclosed; the underlying capability is human professional services expertise supported by long-standing relationships, government partnerships, and an associate affiliation with SGX-listed Kingsmen Creatives Ltd, which provides cross-border reach into 18 Asia Pacific and Middle East offices. The ESG Wellness Series site (esgwellness.com) represents the closest thing to a digital platform in the portfolio.

The business model is professional services revenue earned on a quote-based, project-by-project basis tailored to client scope and scale. ESG monetizes through event management fees, sponsorship agency commissions on rights deals, workplace marketing campaigns leveraging the proprietary employee community, and rewards/loyalty program build-and-operate engagements (e.g., Changi Rewards, Samsung Pay Rewards, AIA Vitality). Go-to-market is direct enterprise field sales supported by referral networks, content marketing, and the credibility of marquee event IP; no public pricing or transactional self-serve channel exists.

Name

Enterprise Sports Group

Legal name

Enterprise Sports Group Pte Ltd

Website

https://enterprisesg.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Enterprise Sports Group is a Singapore-based B2B professional services firm offering event management, sponsorship representation, workplace marketing, and rewards marketing to corporate clients, sports federations, and consumer brands across Asia Pacific.

Ownership category

akta.pro rank

Product category

Corporate Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

akta.pro secondary industry

Sports Community Relations & Grassroots Program Management (MPAKAKAJ)

Keywords

• Event management services
• Sports sponsorship representation
• Workplace marketing campaigns
• Corporate event planning
• Rewards program management

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Event Management Services: ESG generates revenue through comprehensive event planning and management services for corporate clients, including sports events, team building, family days, awards ceremonies, and virtual events. The company has managed marquee events like the Standard Chartered Singapore Marathon and various corporate wellness programs.
2. Sponsorship Representation: ESG earns fees by acting as commercial agent for sports federations and brands, securing title sponsors and managing sponsorship activations. Clients include BWF, Xiamen Air, Masters Football Asia, and various corporate sponsors seeking brand building through sports marketing.
3. Workplace Marketing: Revenue generated from connecting brands with working professionals through workplace wellness programs, brand activations, and corporate engagement campaigns. ESG leverages their community of 700,000+ employees across 700+ companies for targeted marketing.
4. Rewards Marketing: ESG builds and manages loyalty and rewards programs for companies, helping them acquire strategic partnerships and manage consumer loyalty programs with exclusive offers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Enterprise Sports Group is a Singapore-based event management company that plans and executes corporate sports events, team building, family days, awards ceremonies, virtual events, and workplace wellness programs for enterprise clients. It also acts as a commercial agency securing title sponsors and managing sponsorship activations for sports federations and brands, and runs a workplace wellness community of 700,000+ employees across 700+ companies.

Product overview

Enterprise Sports Group (ESG) is an event management company offering a comprehensive suite of services organized around four core pillars: Events Management, Workplace Marketing, Sponsorship Representation, and Rewards Marketing. The Events Management service encompasses multiple specialized modules including Sports Events, D&D and Awards Ceremony, Team Building, Family Day, Partner Events, and Virtual Events. The ESG Wellness Series is a flagship initiative that serves as a community platform connecting brands with over 700,000 employees across 700+ companies through monthly virtual wellness talks, onsite health screenings, and gamification activities. Together, these services enable ESG to deliver end-to-end event solutions from corporate sports events and awards ceremonies to virtual conferences and employee engagement programmes.

Differentiator

Problem solved

Functional benefit

Brands

• ESG Wellness Series: A wellness initiative providing monthly virtual health/financial talks, corporate onsite health/financial programs, health screening, and corporate discounts for a workplace community.

Products and services

• ESG Events Management Full-service event planning and management covering sports events, dinners and awards ceremonies, team building activities, family days, partner events, virtual events, and health and wellness events, delivered to corporate clients and sports organizations.
• ESG Workplace Marketing Targeted marketing campaigns that connect brands with engaged working professionals to drive brand awareness, customer acquisition, workforce engagement, and product sales through workplace events and digital channels, serving enterprise marketers and brand owners.
• ESG Sponsorship Representation Sponsorship representation services for sports federations and brands, securing title sponsors and managing brand building from grassroots to world-class event levels for clients including BWF, Xiamen Air, and Masters Football Asia.
• ESG Rewards Marketing Building reward and privilege programmes for members and employees to encourage loyalty and interaction through gamification, incentives, and benefits, delivered for clients such as Changi Airport Group, Samsung, and UnionPay.
• ESG Wellness Series A workplace wellness community providing monthly virtual health and financial talks, corporate onsite health screenings, and gamification activities for over 700,000 employees across 700+ companies in Singapore.
• ESG Sports Events Corporate sports event planning including sports days, walking challenges, running events, marathons, and managing large-scale sporting competitions for corporations and sports federations.
• ESG Team Building Interactive team bonding activities including adventure hunts, skill workshops, on-site fitness classes, and wellness seminars designed to strengthen workplace collaboration for corporate teams.
• ESG Family Day Corporate family day planning with engaging activities that boost team morale and foster work-life balance for employees and their families, exemplified by UOB's 6,000+ attendee family day.
• ESG D&D and Awards Ceremony Awards ceremony and recognition event planning with tailored themes to honor excellence, employees, and VIPs including gala dinners and corporate dinner and dance events.
• ESG Virtual Events Virtual event planning and management services including virtual business conferences, bespoke corporate virtual events, and online event management with interactive features, delivered to clients such as Watsons and SIM during COVID-19.
• ESG Partner Events Networking and business event services including business luncheons, industry meetups, and charity events to facilitate networking and industry connections for corporate clients and partners.

Quantifiable outcome

• Over $80 million in sponsorship cash generated for clients
• +3 more outcomes

Named customers30 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and minor.

• Kingsmen Creatives LtdcoreStrategic or Co-development Partner · 1 January 2005ESG is an associate of Kingsmen Creatives Ltd, an SGX-listed communication design and production group with 18 offices across Asia Pacific and Middle East. Kingsmen's main business segments comprise retail & corporate interiors, exhibitions & events, thematic & museums, and alternative marketing. Mr. Benedict Soh, Executive Chairman of Kingsmen, serves as a director at ESG.
• Badminton World Federation (BWF)coreStrategic or Co-development PartnerAppointed as the exclusive commercial agency for sponsorship representation of BWF. ESG secured title sponsors including AVIVA for Singapore Badminton Open, Osim and MetLife for BWF World Superseries, LiNing, Red Bull China and Chery China for BWF Major Events, and Total as Title Sponsor of BWF Major Events. ESG also led podium ceremonies for BWF World Championships, BWF Sudirman Cup, and BWF Thomas & Uber Cup.
• International Triathlon UnionmajorStrategic or Co-development PartnerESG partnered with the International Triathlon Union for sponsorship representation and sports event management.
• UFC (Ultimate Fighting Championships)majorStrategic or Co-development PartnerESG served as commercial agency representing UFC, seeking and securing sponsorship opportunities in Asia and facilitating activation strategies.
• Singapore Badminton AssociationmajorStrategic or Co-development PartnerESG managed premier events for the Singapore Badminton Association and demonstrated proficiency in commercial representation and operations.
• Xiamen AirmajorStrategic or Co-development PartnerESG collaborated with Xiamen Airlines on sponsorship strategy for brand building, community engagement and global expansion. Secured XiamenAir as Title Sponsor of Australian Badminton Open and Official Sponsor of Total BWF World Championships.
• Masters Football AsiaminorStrategic or Co-development PartnerAppointed as Commercial Agency for sponsorship representation and sales. Developed sponsorship inventories and secured Great Eastern and Tag Heuer as official sponsors.
• UnionPay InternationalmajorStrategic or Co-development PartnerCommissioned by UnionPay International to activate their sponsorship and provide sponsorship representation for the 28th SEA Games Singapore. Involved hot air balloon rides, regional marketing campaign, community engagement, and press events.
• Singapore Swimming AssociationmajorStrategic or Co-development PartnerAppointed as exclusive commercial agency for Singapore National Age Group Swimming Championships (since 1968). Secured China Life Insurance Singapore and Singapura Finance as title sponsors.
• Singapore National Olympic Council (SNOC)majorStrategic or Co-development PartnerESG partnered with SNOC to coordinate and fundraise for the inaugural Singapore Olympic Foundation Charity Event at Sentosa Golf Club, raising SGD 450,000 in donations.
• Health Promotion Board (HPB)coreStrategic or Co-development PartnerAppointed by HPB as Corporate Engagement Agency for the National Steps Challenge Corporate Challenge, Singapore's largest Corporate Wellness National Event with over 160,000 participants from 1,130+ companies.
• Singapore Sports CouncilcoreStrategic or Co-development PartnerAppointed by Singapore Sports Council to manage key aspects of Standard Chartered Singapore Marathon including volunteer programme of 4,000 people. Event set record with 48,000 participants.
• Cold StoragecoreGTM or Marketing PartnerSecured as exclusive supermarket partner for AIA Vitality activation programme across 56 stores island-wide.
• FitbitcoreGTM or Marketing PartnerAppointed as exclusive corporate outreach agency for Live Healthy SG Corporate Program in partnership with Health Promotion Board, promoting digital wellness initiatives through Fitbit devices and Premium.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lagardère Sports and Entertainment: Large global sports marketing agency with sponsorship and event expertise; broader portfolio but directly comparable on federation commercial rights work that ESG pursues in APAC.
• Kingsmen Creatives Ltd: SGX-listed experiential marketing and communications group and ESG's strategic associate. Operates exhibitions, events, museums, and retail interiors across 18 APAC/Middle East offices, providing a publicly-traded benchmark for ESG's services.
• George P. Johnson (GPJ): Global experience marketing agency specializing in large-scale corporate events, activations, and sponsorships; competes for the same enterprise event budgets as ESG's events management and workplace marketing services.

Emerging players

• The Inner Loop: Singapore-based event management and brand activation agency serving corporate clients in the same domestic market as ESG, overlapping on workplace events, team building, and consumer brand activations.
• Blue Hat Event Management: Singapore-based event management firm providing corporate event, team building, and family day services — directly overlapping with ESG's corporate event management offerings in the Singapore market.

Direct peers

• CSM Sport & Entertainment: Global sports marketing and sponsorship agency (part of WPP) that represents rights holders and brands, directly competing with ESG's sponsorship representation business for federation mandates.
• MKTG: Sports and lifestyle experiential marketing agency with strong sponsorship activation and event management capabilities, competing for the same corporate and federation clients as ESG across APAC.
• TEAM Marketing: Sports marketing and sponsorship agency specializing in commercial rights representation for federations and events; closely mirrors ESG's sponsorship representation mandate with BWF and similar rights holders.
• Octagon: Global sports marketing agency with deep sponsorship representation and event management capabilities, and the same firm where ESG's founder Terence Khoo previously served as General Manager of Octagon RTA. Directly comparable in scope and service offering.

Regional players

• Pico Group: Asia-based experiential events and brand activation group headquartered in Hong Kong, operating across the same geographies as ESG and offering comparable corporate event and sponsorship activation services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCA6UO4NkE5bXJbcqVXX8fCg
• Facebookfacebook.com/EnterpriseSportsGroup
• LinkedInlinkedin.com/company/enterprise-sports-group-pte-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Enterprise Sports Group