‘This is our league, we should be proud of it’

SINGAPORE — It may be sheer coincidence, but yesterday’s unveiling of Hyundai Motors as the new co-title sponsor of the S.League — joining homegrown insurance company Great Eastern Singapore — meant that the two men heading the main corporate backers of Singapore’s only professional sports league are both called “Hock Seng”.

The duo may possess different surnames — Khor and Teo — and are involved in different business industries, but their shared passion for local football has seen them come to the fore in support of the S.League for the next two seasons.

Khor Hock Seng, the group CEO of Great Eastern Holdings, had renewed his company’s sponsorship of the S.League two weeks ago.

Yesterday, it was Komoco Motors’ group managing director Teo Hock Seng’s turn in the spotlight, as Hyundai Motors was unveiled as the new co-title sponsor of the S.League in a two-year deal believed to be worth about S$1 million.

Komoco Motors, which is based in Alexandra Road, is the sole distributor of Hyundai cars in Singapore.

Hyundai came forward after local food and beverage company Yeo Hiap Seng decided not to continue its 13-year relationship as S.League co-title sponsor for this season. This means that the 2017 and 2018 campaigns will now be known as the Great Eastern-Hyundai S.League.

While no figures for the sponsorship were revealed, TODAY understands that it is worth about S$1 million, which is similar to the deal inked by Great Eastern.

A well-recognised figure in local football and the former chairman of Tampines Rovers, 70-year-old Teo said Hyundai’s decision to support the S.League made business sense.

“Our regional office has been asking us since the end of last year whether we can do more sports marketing and get more brand awareness for ourselves,” said Teo. “So when the opportunity to work with the S.League came, we took the chance and came in.

“The outlay for us is not that huge and it’s something we can afford. But we think as well that we can help to make use of our connections to enhance the (S.League) brand.”

Hyundai is also an official partner of world football governing body Fifa, a top-tier sponsor of European governing body Uefa, and the title sponsor of the Australian A-League.

Lim Kia Tong, the president of the Football Association of Singapore (FAS) Provisional Council, said Hyundai’s sponsorship is a clear indicator of the S.League’s potential and appeal.

“The fact that a leading and world-renowned multi-national company like Hyundai is willing to back the S.League and wants to be part of Singapore football strongly shows the strength of and the belief in the S.League,” said Lim.

“It is exciting to think of the many possibilities that this partnership can entail. Teo Hock Seng … was instrumental in getting the unreserved support of Hyundai after FAS assistant marketing director Rikram (Jit Singh) approached him for his support following Yeo’s decision not to renew the sponsorship.”

Hyundai’s sponsorship comes at a time when the S.League has been experiencing a decline in competitive standards, limited sponsorships, and falling match attendances.

Despite these problems, Teo believes that efforts must be made to sustain the S.League in order to improve the standard of Singapore football. Indeed, he expressed his hope that the nine-club league will be able to expand in the near future to 11 teams.

“I am of the firm belief that if there is no S.League, then there can be no national team,” said Teo, who also credited Rikram for convincing him of the league’s potential.

“The S.League may have suffered in the past few years but it is our league. And we should be proud of it. So, instead of backing away from it, we need to find ways to make it successful. Look at the other countries in our region. They know 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.”

Teo also dismissed the suggestion by some top football and sports officials that the S.League could become a semi-professional league instead.

“After you’ve watched colour television, you won’t want to go back to watching black and white TV,” he said. “Similarly, when you have already a professional league, there is no point in going back to becoming a semi-professional or amateur league.”

Fittingly, Hyundai’s milestone sponsorship deal will be marked by a history-making S.League match this Sunday. The Great Eastern Community Shield game between reigning champions Albirex Niigata and Tampines Rovers, which will also double as a league fixture, will be the first S.League game to be played at the National Stadium.

Said the FAS’ Rikram: “Great Eastern Life and Komoco have given the S.League a great start as we prepare to enter our 22nd season.

“The S.League is local football’s best hope to nurture the next generation of footballers and we can only do so if more companies take the leap of faith and lend their support to this project.”