Embed Financial Group Holdings (EFGH) has made a significant move into the global sports arena by securing the title sponsorship for the Tour de France EFGH Singapore Criterium 2025. The event, scheduled for November 1-2, 2025, represents a bold statement from the relatively young financial technology firm, which was founded on April 25, 2024.
This sponsorship not only enhances EFGH’s visibility but also aligns with its mission to promote trust, financial literacy, and inclusive growth across Asia and Africa.
From Startup to Global Player
EFGH is not your typical fintech company; it identifies as a “Finternet” enterprise, aiming to create a comprehensive financial internet that integrates insurance, credit, payments, and remittances. Unlike many app-driven fintechs, EFGH focuses on building the underlying infrastructure that connects various financial systems, enabling them to scale efficiently.
In just over a year since its inception, EFGH has extended its operations beyond Singapore, entering markets in Indonesia, Nigeria, South Africa, Ghana, the Democratic Republic of the Congo, Botswana, and Zimbabwe. The company collaborates with local institutions to provide essential services such as insurance, micro-credit, and financial literacy programs, helping communities to foster security and opportunity.
The sponsorship of the Tour de France EFGH Singapore Criterium also reflects EFGH’s ambition to establish a robust financial infrastructure that bridges Asia and Africa, two regions experiencing rapid growth in digital finance. According to a report by McKinsey, Africa’s financial-services market could generate up to USD 230 billion in revenue by 2025, highlighting the immense potential for firms that can create trustworthy cross-border systems.
Impact Beyond the Race
The Singapore Criterium has quickly gained recognition as a premier cycling event, attracting over 30,000 spectators in its previous edition. It garnered significant media attention, with a global reach of 74.5 million and a media value estimated at USD 48 million. For EFGH, aligning with this high-profile event signifies a commitment to values that resonate with their mission.
Dennis Ng, Executive Chairman of EFGH, emphasized this sentiment: “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.”
Agnes Goh, Managing Director of Evoke Exp, the event organizer, also underscored the collaborative nature of the event: “Together with the Singapore Tourism Board, Amaury Sport Organisation, and EFGH, we are shaping a platform that blends world-class sport with community and business impact.”
As part of its community-focused approach, EFGH will support expanded race formats, including team time trials, women’s and masters’ races, and community cycling events. These initiatives will allow everyday Singaporeans to experience the thrill of riding alongside professional cyclists, further promoting the company’s ethos of making finance accessible to all.
In conclusion, EFGH’s involvement in the Tour de France EFGH Singapore Criterium marks a significant step in its journey towards becoming a key player in the global financial landscape, while also promoting community engagement and financial empowerment across diverse regions.