Hyundai comes on board as new S.League title co-sponsor

SINGAPORE — The S.League, Singapore’s only professional domestic sports league, which has been struggling to attract fans and corporate support in the last few years, has received a massive sponsorship shot in the arm with just three days to go before the start of its 22nd season.

Just two days after this newspaper reported that current title co-sponsor Yeo’s was likely to end its 13-year partnership with the S.League, the beleaguered football competition scored a major coup by bagging Hyundai Motors.

The South Korean conglomerate was unveiled as the league’s new title co-sponsor at a media event at Komoco Motors on Thursday (Feb 23) morning. Komoco Motors, which is based in Alexandra Road, is the sole distributor of Hyundai cars in Singapore.

TODAY understands that the South Korean car brand has signed a two-year deal with the S.League.

While Komoco Motors group managing director Teo Hock Seng and S.League officials declined to reveal the value of the deal, TODAY understands that it is worth around S$1 million, which is similar to the value of the two-year deal that homegrown insurance company Great Eastern Life Assurance signed with the S.League earlier this month to renew its title co-sponsorship of the league.

The move not only means that the S.League title sponsorship is now worth more than S$1 million a year, but also that the 2017 and 2018 campaigns will now be known the Hyundai-Great Eastern S.League.

It also makes the S.League the only other professional league in Asia to be sponsored by Hyundai besides Australia’s A-League.

HYUNDAI’S SUPPORT FOR WORLD FOOTBALL

Hyundai’s sponsorship of the S.League further extends its involvement in world football.

It is the Official Automotive Partner of world governing body Fifa and was also a sponsor the Euro 2016 Championships. Hyundai is also a sponsor of the Asian Football Conferation (AFC).

Teo, 70, a widely respected figure in the local football community whois known for helping footballers to find post-playing careers at Komoco, was the chairman of S.League club Tampines Rovers for 15 years (2000 to 2015), before handing over the reins to lawyer Krishna Ramachandran.

During his reign, Tampines, which was sponsored by Hyundai, won five S.League titles and three Singapore Cups. It remains the only club to have won the now-defunct Asean Club Championships in 2005.

BELIEVING IN THE LEAGUE

Hyundai is no longer a sponsor of Tampines. When asked why he decided to sponsor the S.League instead, Teo said simply: “I have always believed in the S.League since Day One.

“I enjoyed the challenges of being chairman of Tampines Rovers, it was gratifying to do my part for Singapore football through the club, but that’s one phase and I’ve moved on.”

“Hyundai feels that its sponsorship of the A-League has provided it with very good publicity, and a few weeks ago, the president of Hyundai told me to see what more we can do more for brand awareness and sports marketing in this region.

“The S.League gave me a proposal, I thought it was a good opportunity, and so we have decided to come on board.”

Hyundai’s sponsorship comes at a time when the S.League has been suffering a decline in competitive standards, limited sponsorships, and falling match attendances. The league was also left without Singapore’s top national players for four years, from 2012 to 2015, as a result of the Football Association of Singapore’s decision to form the LionsXII — a club side made of national players — to compete in the Malaysian Super League.

But all these problems have not deterred Teo from investing in the domestic league.

“If there is one person I give credit to, it is Rikram Singh,” he said, referring to the FAS’ assistant director for commercial and business development.

“There was no hard sell, but he was passionate and persuasive about why the S.League needs support, and about its untapped potential.

“Also, I am of the firm belief that if there is no S.League, then there can be no national team. You cannot go out in the streets and just pick 11 players.

“The S.League may have suffered the last few years but it is our league. And it is a league we should be proud of. And so, instead of backing away from it, we need to find ways to sustain it and make it successful.

“Look at the other countries in our region, especially those who are considered minnows. Even they know that they need a good domestic league to produce good national teams, and they are doing all they can to set up and strengthen their own leagues.

“We should be doing the same.” 

GRATEFUL

Rikram told TODAY he was deeply grateful to Teo for his support for Singapore football.

“It is my hope and wish that other companies will be inspired and intrigued by Hyundai’s sponsorship of the S.League and come forward to see for themselves what the S.League is about, and perhaps decide to support it,” said the 37-year-old, who was also responsible for bringing budget airline AirAsia on board as a sponsor of the FAS in 2013 in a three-year, S$1.8 million deal.

“Meanwhile, we are grateful to Great Eastern for their continued support, as well as to Hyundai for taking this leap of faith with us.”

This season’s S.League will commence on Sunday with the Great Eastern Community Shield game between reigning champions Alibrex Niigata and Tampines, which finished second to the Japanese side in both the league and the Cup.

The game, which will also double up as a league fixture, be a historic occasion as it will be the first S.League match to be played at the National Stadium at the Singapore Sports Hub, and Teo will be attending the milestone event as one of the Guests of Honour.

The S.League will, however, be without a Chief Executive Officer for a while as current CEO Lim Chin is leaving on March 31 after five years at the helm.

As there will be no search for a new chief executive until after the FAS elections, which must be held by May, S.League director of operations Kok Wai Leong will take over as acting CEO.