23 - 24 May, 2018
Hilton Singapore, Singapore

Allan Phang

Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club
AirAsia Group

Allan is on his fifth year with the World's Best Low-Cost Airline voted by Skytrax for 9 consecutive years! He loves engaging with people and is currently on his sixth portfolio with AirAsia – Allstars Engagement & Internal Branding under People and Culture. His previous portfolios include Regional Ancillary Income, Regional Marketing (India and Philippines), Group Partnership and Business Development and Regional Corporate Culture. 

 He was part of the working commitee that organised AirAsia's first ever regional hackathon - AirAsia Airvolution 2017 which was hosted in AirAsia's global headquarters, RedQ, and saw the participation of 100 participants across 9 countries Before taking a leap of faith into the world of aviation, he was a college drop out turned accidental entrepreneur. He ventured in the paintball industry (an extreme sport); started the paintball business with an initial capital of MYR60K with two partners, thereafter achieving an average annual revenue of MYR4million with less than 10 employees.

 Since joining AirAsia, Allan has been known amongst his peers as an intrapreneur; an entrepreneur within a large firm, who uses entrepreneurial skills. Intrapreneurs are employees within a company who are assigned to work on a special idea or project, and are instructed to develop the project like an entrepreneur would.

 He has won the ‘Take Ownership Award’ by AirAsia Group People and Culture for driving esports awareness amongst fellow colleagues with the assistance from Allstars (AirAsia employees) and living the brand by using social media to promote AirAsia as part of their Employer Branding initiative.



9:30 AM Non-Endemic Brand Sponsorship in Asia: How AirAsia Went About a Successful Internal Campaign to Successfully Partner with Mineski

·         Understanding the Inside Out Approach of Esports Adoption and Organisational Buy-In
·         Campaigning for esports internally and presenting  the business case to obtain CXO buy-in
·         Understanding the rationale investments into esports: How did marketing and branding make the decision?
·         Current Air Asia sponsorship partnerships and future opportunities

10:30 AM Panel Discussion: How Have We Fared So Far: Perspectives from Endemic and Non-Endemic Brand Sponsorship

This panel discussion will take an in-depth look at the experiences and value from both endemic and non-endemic brand sponsorship in the esports scene. The discussion will focus on the nuts and bolts of putting together a solid marketing and branding strategy, recruiting the right talent to execute campaigns, and analyze how the participants have successfully navigated both internal and external challenges in their journey. The panel will provide delegates with a comprehensive inside view of how to successfully develop a coherent strategy, partner and position your brand and achieve optimal results.

11:40 AM Roundtable 9: Garnering Internal Organisational Buy-in and Support for Esports Marketing and Sponsorship

It can be difficult to justify and garner internal buy in for esports marketing campaigns internally, especially when you do not have a dedicated esports marketing division within your organisation. This roundtable will showcase how a grassroots, organic approach can help build and justify that business case for esports internally.     


Check out the incredible speaker line-up to see who will be joining Allan .

Download The Latest Agenda