Singapore, 6 December 2019 – Lagardère Sports scored a hat-trick at the prestigious Sports Industry Awards Asia (SPIA) after being crowned ‘Best Sports Marketing Agency of the Year’ for the third year in succession at the 2019 event, held on Tuesday evening.

At the glitzy event held at the Grand Hyatt in Manila, Philippines, two of the organisation’s premier tournaments – the BNP Paribas WTA Finals Singapore Presented by SC Global 2018 and the AFC Asian Cup 2019 – also won awards in their respective categories.

The WTA Finals 2018 picked up a gold award in the ‘Best Integrated Marketing Campaign for a Sports Event’ category, a fitting farewell to the annual season finale of women’s professional tennis which saw its last edition played in Singapore before moving to China this year. The tournament won bronze in the same category at the 2018 and 2017 awards.

Meanwhile, the AFC Asian Cup 2019 picked up bronze for ‘Best International Sporting Event of the Year’. Lagardère Sports has exclusively marketed the tournament over the past two decades, growing it into the continent’s biggest international football property. The highly anticipated AFC Asian Cup 2019 kicked off successfully in January, with a record 24 teams competing for the ultimate prize of being crowned continental champions.

“Continuing our record of winning Best Agency in consecutive years is testament to the hard work of all our teams working across the region to make it all come together for our partner rights holders as well as sponsors, players and fans,” said Malcolm Thorpe, Managing Director South East Asia at Lagardère Sports, who attended the event on behalf of the company.

“We at Lagardère Sports are humbled by the recognition of industry leaders in acknowledging our commitment to advancing sports in Asia. We also appreciate all the support that our client federations and commercial partners have shown to us – without which we could not have this level of success in Asia,” added Thorpe, who was also a panellist at the Awards conference for discussions on football in the Philippines and on esports.

On the win for the work on the WTA Finals, Thorpe said, “After five dedicated years of building up the tennis scene in Singapore, we wanted to leave a legacy for the country with a prestigious finale. This award is dedicated to the whole team, including hundreds of volunteers and workers, our clients and partners, the government, every stakeholder, all our sponsors and the hundreds of thousands of fans who supported this massive tournament from start to end.”

“The impact of the biggest ever AFC Asian Cup was incredible, with the tournament setting new engagement records with more than 836 million fans interacting on its digital platforms while smashing attendance records,” said Tom Smith, President, Football – Asia, Lagardère Sports. “Receiving this accolade is a great reward and acknowledgement for everyone involved in the tournament.”

Held annually, SPIA Asia celebrates the brands, agencies, rights holders, marketers, venues and organisations which positively influence the sporting landscape in Asia. It has become a mainstay and a must-attend event for the entire sporting industry in Asia.

About Lagardère Sports

Lagardère Sports is a leading sports marketing agency with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enriching people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to providing our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience. For more information please visit, or follow us on LinkedIn, Twitter, and Facebook.