SuperBowl has a long history that began with the establishment of Hiap Hoe & Co Pte Ltd in the 1950s. The company had its roots as a construction company which later diversified its interests into property development and investment.

In 1987, recognizing that Singaporeans' increased affluence had led to a higher demand for sophisticated recreational facilities, the Hiap Hoe Group grasp the opportunity by moving into the development and management of integrated sports and recreation complexes. Subsequently with the establishment of the pioneer SuperBowl Complex and SuperBowl at Marina South, the SuperBowl Group of companies was born.