S-League Trudges With Usual Sponsors

The local insurance firm is backing Singapore’s only professional sports league through to the 2018 season, bringing the partnership to a decade. While no exact financial figures were revealed, Great Eastern’s prior two-year extension till 2016 was worth US$730k per season.

Speaking to local media, 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 (S-League 2017/18 season opener) to raise funds for needy school children through the generous contributions from our employees, distribution force and business partner,” he added.

The ailing fortunes of the S-League with low attendances and funding issues have not deterred long-term partners Great Eastern and Yeo’s (local beverage brand) from pulling the plug on their association. While the star factor of former EPL player Jermaine Pennant last season saw a temporary rise in attendance and fan interest, there would not be such hype this time round making us wonder if it’s just blind patriotism from Great Eastern and Yeo’s dictating their investments.