EFGH Makes Global Debut as Title Sponsor of Singapore Criterium 2025

EFGH's Bold Entrance into the Global Sporting Arena

In less than 18 months since its inception on April 25, 2024, Embed Financial Group Holdings (EFGH) is making waves in the world of sports by securing the title sponsorship of one of cycling's most prestigious events, the Tour de France EFGH Singapore Criterium 2025. Scheduled for November 1 and 2, 2025, this sponsorship is more than just marketing; it's a significant move by a young company to establish itself on the international stage.

Dennis Ng, Executive Chairman of EFGH, is keen to emphasize the company's unique position within the fintech landscape. Unlike traditional fintech firms that primarily focus on applications, EFGH adopts a more holistic approach as a 'Finternet' company. This means that they are creating the financial internet infrastructure that facilitates insurance, credit, payments, and remittances, bridging gaps across various markets.

Expanding Beyond Borders

EFGH's operations extend beyond Singapore, reaching into markets in Asia and Africa including Indonesia, Nigeria, South Africa, Ghana, the Democratic Republic of Congo, Botswana, and Zimbabwe. Here, EFGH collaborates with local institutions to launch programs that promote insurance, microcredit, and financial education. These efforts aim to empower communities, offering them tools to create security and seize opportunities.

The choice to sponsor the Singapore Criterium aligns with EFGH's broader global ambition. By leveraging the growing digital finance sectors in Asia and Africa—regions identified by McKinsey as having a potential financial services market capable of generating up to $230 billion in revenue by 2025—EFGH aims to establish vital financial connections across continents.

Incorporated into the prestigious Tour de France brand, the event in Singapore highlights the ever-expanding influence of cycling in the region while showcasing the vital role Singapore plays as a global hub linking Asia and African markets.

Why the Singapore Criterium?

The decision to sponsor the event was driven by the remarkable media outreach it offers. In 2024, the Singapore Criterium attracted over 30,000 spectators, was broadcast in 190 territories, and reached 74.5 million viewers worldwide, delivering an estimated media value of $48 million. For EFGH, participating in this high-visibility platform speaks volumes about their mission and values.

As articulated by Dennis Ng, “The Tour de France EFGH Singapore Criterium is not just a race; it’s an opportunity for us to build a pathway where everyone, from Jakarta merchants to Zimbabwean workers sending money home, can ride with confidence.”

Agnes Goh, the managing director of Evoke Exp—the event's organizer—echoed his sentiments by highlighting the collaboration with the Singapore Tourism Board and Amaury Sport Organisation. Together, they are creating a unique platform that unites world-class sport with impactful community initiatives.

Community Impact and Inclusivity

Importantly, the Tour de France EFGH Singapore Criterium goes beyond being a mere elite race; it integrates a strong community element. EFGH is also supporting broader formats, including team time trials, women's races, and the Anywheel Community Cycle event, allowing ordinary Singaporeans to ride alongside professional cyclists.

Through initiatives like these, EFGH represents a mission aimed at making global finance professional, accessible, and beneficial for communities at large.

About EFGH

Embed Financial Group Holdings is a Singapore-based Finternet company that aims to build a financial infrastructure facilitating insurance and credit while also nurturing digital accessibility in underserved communities across Asia and Africa. This approach seeks to empower the disadvantaged, allowing them to forge their own paths to security and opportunity.

As EFGH continues to expand its footprint, its strategic sponsorship of the Tour de France EFGH Singapore Criterium marks a significant milestone, demonstrating a future where finance and sport coalesce to create lasting community impacts.