SINGAPORE – The S.League has received a boost three weeks before the new season after Great Eastern extended its co-title sponsorship.

The homegrown life insurance company has committed support of Singapore’s only professional sports league through to the 2018 season, bringing the partnership to a decade. The other title sponsor is local food and beverage giant Yeo’s.

While no exact financial figures were revealed, Great Eastern’s previous two-year extension till 2016 was worth S$1 million.

It is a show of faith given the problems that have plagued the S.League in recent years, such as low attendances and funding issues.

Average crowd figures dipped below 1,000 in 2011 and 2012, though they have slowly rose again. The ability of clubs to plan ahead for the new season were also affected by the lack of clarity over funding and a complete fixture list. The funding status was only confirmed to remain status quo a month ago, while fixtures were released only earlier this week.

Khor Hock Seng, Group CEO of Great Eastern Holdings, said they “look forward” to partnering S.league and aim to “make a meaningful difference”.

“Towards this end, we are once again leveraging the Great Eastern Community Shield to raise funds for needy school children through the generous contributions from our employees, distribution force and business partner,” he added.

The season-opening Great Eastern Community Shield will be played at the National Stadium this year, with treble winners Albirex Niigata (S) facing Singapore Cup runners-up Tampines Rovers on February 26.

There will be activities at the Football Fanzone located at the OCBC Square before the game, with booths organised by S.League clubs and a Under-12 kids’ tournament.

*Tickets are priced at $4 (excluding $1 booking fee). Entry is complimentary for children aged 12 and below, and senior citizens aged 60 and above. Visit www.sportshubtix.com for more information.