Canon boosts Singapore National Olympic Council sponsorship

Canon has sponsored the National Sports Associations (NSA) with 700 document management devices as well as 24 Canon EOS 7D digital SLR cameras, worth more than USD$750,000.

This sponsorship is in addition to Canon Singapore’s four-year agreement signed with SNOC last year to nurture sporting talent in Singapore.

Canon and SNOC developed the 'Destroy your limits' campaign which featured partner athletes such as Quah Ting Wen, Jasmine Yong Nathan and Roy Tay.

The animated campaign, crafted by Dentsu Singapore, tells the stories of these young athletes and how they find the strength to destroy the limits they set for themselves and go for the gold medal.

'Destroy your limits' was retained this year to ensure a focused and consistent message to promote excellence and sustainable growth of Singapore sports over the long term. It featured two new athletes, swimmer Rainer Ng and sailor Natasha Yokoyama, who took part in the inaugural Youth Olympic Games.

Asked whether Canon’s sponsorship in Singapore was in-line with their marketing activities elsewhere in the region, a company spokesperson said they have sponsored other sports in Singapore such as bowling and Formula One motor-racing.

Satoshi Kimura, president and CEO of Canon Singapore, said that Canon is also sponsoring sports in India and Malaysia.

“Canon has a long history of supporting sports (which create) a spirit of friendship and harmony. This is like kyosei, our corporate philosophy which translates as ‘all people, regardless of race, religion, or culture, harmoniously living and working together for the future,’” said Kimura. “I am happy that we will be doing more for Singapore sports through this additional sponsorship of document and imaging devices to the National Sports Associations.”