EFGH Becomes Title Sponsor of Tour de France Singapore Criterium

Less than 18 months after launching, Embed Financial Group Holdings (EFGH) has become the Title Sponsor of the Tour de France EFGH Singapore Criterium 2025, marking its bold move from fintech start-up to global sports stage.

From Singapore Start-Up to Global Player

EFGH isn’t a typical fintech; it describes itself as a “Finternet” platform, focused on building seamless financial infrastructure, insurance, credit, payments, and remittances—across borders. Unlike traditional app-based businesses, EFGH builds the “digital plumbing” enabling embedded finance and scalable solutions for a wide ecosystem of partners ranging from insurers and telcos to e-commerce and NGOs.

Since its inception, EFGH’s reach has rapidly extended beyond Singapore into high-growth markets throughout Asia and Africa, including operations in Indonesia, Nigeria, South Africa, Ghana, the Democratic Republic of the Congo, Botswana, and Zimbabwe. In each location, EFGH partners with local financial institutions and service platforms, embedding products like ConnectSure (for insurance integration), SMESure (for SME operations), and GAT (growth acquisition toolkit), all designed to help communities and enterprises build security and financial opportunity.

Why Sponsor the Tour de France Singapore Criterium?

The Tour de France Singapore Criterium has rapidly become Asia’s premier cycling event and a showpiece for elite sport and urban engagement. The event is:

• Projected to attract over 30,000 spectators in 2024, largely with free access at the historic Padang,

• Broadcast to 74.5 million global viewers in 190 territories with a media value of US$48 million,

• Supported by 61 broadcasters, delivering international exposure on par with the world’s largest cycling destinations.

For EFGH, partnering with this platform goes beyond branding, it’s a cultural and strategic signal. “The Tour de France EFGH Singapore Criterium is about riders pushing limits together. At EFGH, we are building the same thing in finance, an open road where everyone, from a shopkeeper in Jakarta to a remittance worker in Zimbabwe, can ride with trust and confidence,” said Dennis Ng, EFGH’s Executive Chairman.

Agnes Goh, Managing Director of Evoke EXP, organiser of the criterium, adds, “With partners like Singapore Tourism Board, Amaury Sport Organisation, and EFGH, we’re shaping a platform blending world-class sport, community impact, and business connectivity.”

Community Roots: Participation for All

The Singapore Criterium isn’t just about elite racers. EFGH is supporting popular formats like À l’Attaque, including team time trials, masters’ and foldie sprints, and the Anywheel Community Cycle, that let local riders and everyday Singaporeans share the circuit with the pros. These programs mirror EFGH’s broader mission: to make finance not just global and professional, but also accessible and community-driven.

Strategic Ambition: Bridging Asia and Africa

EFGH’s Tour de France title sponsorship reflects a larger vision. The company’s focus is to build a financial internet connecting the fastest-growing digital finance regions on earth, Asia and Africa. Citing McKinsey, Africa’s financial-services market is estimated to be worth up to US$230 billion in annual revenues by 2025. EFGH intends to power this growth with sustainable infrastructure, enabling financial literacy, inclusion, and opportunity at both local and systemic levels.

EFGH’s Platform: Infrastructure for the Next Decade

EFGH provides a modular suite of tools that includes:

• ConnectSure: a middleware for embedded insurance and digital platforms,

• SMESure: business ecosystems for SME management, protection, and finance,

• GAT: a lead generation engine for fast user growth and targeted engagement.

These solutions are designed to integrate with existing platforms and scale with each partner’s needs, helping government programs, fintechs, insurers, and marketplaces digitize, connect, and grow in even the most complex markets.

Shaping the Future: Sports, Growth, and Global Reach

EFGH’s meteoric sponsorship move is representative of the brand’s unique market philosophy: blending infrastructure innovation with grassroots involvement, digital finance with global sports, and Asian dynamism with African opportunity. The Tour de France EFGH Singapore Criterium 2025 becomes both a showcase for elite racing and a celebration of accessibility and shared progress.

For more information on the event and community activities, visit the Singapore Criterium’s official site and follow EFGH for updates, whitepapers, and broader company thinking.