United Overseas Bank (UOB) and Avid Sports Singapore (ANTA) have signed a Memorandum of Understanding (MOU) to collaborate on enhancing customer engagement across the ASEAN region. This partnership combines UOB’s extensive network with ANTA’s diverse sports brand portfolio, including ANTA, DESCENTE, FILA, Salomon, and Wilson, to deliver integrated value to customers, partners, and businesses.
The collaboration will provide UOB’s Emerging Affluent and Affluent segments with preferential benefits through lifestyle offerings and targeted engagement strategies. Customers can expect exclusive offers, limited-edition releases, and curated brand experiences. From 10 July to 31 August 2026, UOB cardholders will enjoy a 5% discount and double reward points with ASCEND+ across participating ANTA brands in Singapore.
ANTA will utilise UOB’s regional platforms to increase awareness and engagement in markets such as Singapore, Malaysia, Thailand, Indonesia, and Vietnam. The partnership aims to promote a healthier lifestyle by enhancing sports engagement and customer experiences.
Additionally, UOB and ANTA will explore community engagement and talent development opportunities. ANTA will support UOB’s annual Heartbeat Run by producing 9,000 event T-shirts. The partnership also includes potential youth-focused collaborations, such as sponsorships and development initiatives, and future talent development opportunities for tertiary students.
Wee Ee Cheong, Deputy Chairman and CEO of UOB, expressed enthusiasm for the partnership, stating, “This reflects what we are already seeing in customer behaviour – a growing preference for quality products and experiences that fit their evolving lifestyles.” The collaboration is set to unlock new opportunities and foster sustainable growth across the region.
