mio TV draws in TRACE to beef up sports proposition

Editor | 24-09-2012

SingTel subsidiary mio TV has inked a deal with international sports provider TRACE to bolster its existing proposition that already includes English Premier League (EPL) football.

Through the partnership, over 380,000 Singaporean subscribers will have access to TRACE programming through mio TV. TRACE Sports claims to be the first channel to focus exclusively on sports celebrities offering insights on personalities such as Manny Pacquiao, Lebron James and David Beckham.

“The Singapore market is educated and eclectic, and is at the cutting edge of global content trends,” said James Ross, Managing Director of Asia for TRACE. “TRACE Sports complements existing mio TV content, and pushes the operator’s sport-related programming to be more diversified and exciting.”

Added Goh Seow Eng, Managing Director of Television, Singtel: "We are pleased to work with TRACE to bring TRACE Sports to Singapore. Together with our BPL broadcast and the recent launch of the mio Sports channels, viewers in Singapore can now enjoy the widest array of sports content on one platform. This deal is testament to SingTel's continued effort to bring a variety of sports content to fans".