The Singapore Sports Hub has started operating under a new name, The Kallang.
The announcement was made by Kallang Alive Sport Management, the company that manages the Singapore Sports Hub, in a Nov. 28 release.
As of Nov. 28, Kallang Alive Sport Management has officially changed its corporate name to The Kallang Group.
Why 'The Kallang'?
The reason for the rebranding is that Kallang "represents more than a name or location" but a "powerful yet emotional symbol of national pride", the release said.
For instance, it has been home to both the previous and current National Stadium, where people unite through competitions, celebrations, and the National Day Parade, and is where the legendary “Kallang Roar” and “Kallang Wave” emerged.
"The transition from Singapore Sports Hub to The Kallang represents our evolution – where we broaden our identity while honouring our sporting heritage," the release said.
What visitors can look forward to
The Kallang Group also said it has lined up a "series of infrastructure enhancements" for The Kallang.
The area will be refreshed as a "community-centric and community-activated plaza" with a new tenant line-up, the release said.
Image from The Kallang and FARM Architects
Visitors can look forward to new alfresco food and beverage concepts, a new sheltered padel ecosystem, refreshed family-friendly spaces and more.
Image from The Kallang and FARM Architects
The Kallang Group chairman Keith Magnus and chief executive officer Quek Swee Kuan unveiled the new brand name at a launch event at the National Stadium on Nov. 28.
Magnus said the rebranding "marks an exciting new chapter for us".
"Our ambition is for The Kallang to become the excitement epicentre of Singapore – a place where global acts, local heroes and everyday Singaporeans unite to share unforgettable experiences that strengthen our national fabric," he said.
Background
The development of The Kallang is part of Kallang Alive, a masterplan to transform the precinct into a destination for sporting and entertainment.
As part of the masterplan, the Singapore Sports School, currently at Woodlands, will be relocated to Kallang.
An integrated national training centre will also be developed in Kallang, with the Singapore Sports School serving as the "education arm" of the sports ecosystem there.
The Singapore government will also combine Singapore Sports School, Singapore Sport Institute (SSI), and National Youth Sports Institute (NYSI) into a single entity as part of efforts to streamline support for athletes in Singapore.
Top image from Elise Chan/Google
