Project Love-All Returns This August: Shaheed Alam’s Tennis-Driven Charity Serves for a Cause Once Again
- John Yeong
- Jul 27
- 4 min read
Updated: Jul 29
Project Love-All Returns on August 17: Singapore Tennis Star Shaheed Alam Champions Charity Through Sport
SINGAPORE – July 25, 2025 — Next month, Project Love-All, the groundbreaking community initiative by national tennis player Shaheed Alam, returns with a powerful new chapter titled “Serving Our Heroes.”
Set for Sunday, 17 August 2025, the event will once again unite sport and social impact in a uniquely Singaporean way.
Following the success of its inaugural launch in 2020, which raised SGD 7,500 to deliver meals to 880 migrant workers during Hari Raya Aidilfitri, Project Love-All is back—bigger, bolder, and more impactful than ever.
What’s Happening This Year
“This year, we’re thrilled to launch Serving Our Heroes — our first-ever on-ground fundraising event," said Shaheed.
"It’s a high-energy day centered around a doubles tennis competition, complete with exclusive perks and exciting prizes. Participants can sign up to compete, with 100% of registration proceeds going directly to ItsRainingRaincoats. And for those who don’t play tennis, there’s still a meaningful way to contribute by donating via our official fundraiser page.”
The 2025 edition, taking place at Savitar Tennis Centre @ Fairmont Hotel, aims to raise SGD 15,000 to support the wellbeing and social integration of Singapore’s migrant worker community. The event is held in support of ItsRainingRaincoats (IRR), a local NGO known for uplifting migrant workers through advocacy and engagement.
When asked what motivated him to start Project Love-All, Shaheed replied: “Project Love-All is rooted in giving back to the community. Tennis has given me so much, and I feel a strong sense of responsibility to use the sport as a vehicle for good. My hope is to turn this into a sustainable, long-term initiative — and inspire more Team Singapore athletes to join in, so we can collectively uplift lives through the power of sport.”
A spokesperson for IRR shared: "The funds raised will go towards providing free daily essentials to workers; refurbishing and repairing rescued bicycles to distribute to workers; stocking our inspIRRe Charity Store with items like water bottles, fans, and kettles that workers can collect at no cost when needed; sponsoring airport drop-offs for workers living in remote areas; and refurbishing donated phones and laptops to improve access to communication and digital resources for workers."
This year’s Project Love-All event includes:
A Doubles Tennis Competition featuring community and corporate players
Interactive court games and challenges
A Pro Tennis Rally involving national athletes and sponsored contributions
A highlight session where migrant workers team up with Minister Edwin Tong for a friendly tennis match
“On the court, I play for the flag on my chest. Off the court, I play for the community in my heart. Both are part of the same honour.”
– Shaheed Alam, Founder of Project Love-All
A Star-Studded Lineup for a Community-Focused Cause
Project Love-All 2025 is proud to welcome:
Guest-of-Honour: Minister Edwin Tong, who will participate in an exclusive on-court session with migrant workers
Host: Popular radio personality Jean Danker of Class 95, who will bring her signature warmth and energy to the event
From 12:30 PM to 4:30 PM, over 80 guests—including athletes, migrant workers, partners, and supporters—will gather in celebration of unity through sport.
Why It Matters
Project Love-All stands out not only for its charity goals but for its genuine heart for inclusivity. It’s a rare blend of grassroots action, elite sport, and civic purpose—a true reflection of what it means to be Singaporean today.
The migrant worker community, often unseen yet deeply vital to Singapore’s development, will be at the center of the celebration, not just as beneficiaries but as honored participants.
How You Can Make a Difference
Whether you're a tennis enthusiast, corporate sponsor, or someone who simply wants to help—there are several ways to contribute:
✅ Donate – Every dollar helps support IRR’s efforts
✅ Sponsor Prizes or Goodie Bags – Add joy to the experience for participants
✅ Volunteer or Participate – Join the event and help make it a success
✅ Spread the Word – Share the event on social media or with friends
“Your involvement—big or small—directly improves the lives of migrant workers in Singapore.”
Shaheed shares: “When we first launched Project Love-All in 2020 during the circuit breaker, it was fully digital — we raised funds online to provide meals for migrant workers during Hari Raya. This year marks a new chapter. We’re finally coming together in person, creating a meaningful event that unites sport, purpose, and community. We believe this face-to-face connection will create an even greater impact.”
Save the Date: 17 August 2025
🗓️ Sunday, 17 August 2025
🕐 12:00 PM – 4:30 PM
📍 Savitar Tennis Centre @ Fairmont Hotel
Project Love-All isn't just a feel-good event—it’s a movement powered by passion, sport, and a strong sense of community.
Don’t miss this opportunity to rally for a cause that truly matters. Because in tennis, love means zero—but in life, Project Love-All means everything. #SgTennis #ProjectLoveAll
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