Great Eastern renews sponsorship of Singapore pro football league

Amid the league’s attendance and funding issues, insurer extends its decade-long partnership

Great Eastern renews sponsorship of Singapore pro football league

Insurance News

By Gabriel Olano

Great Eastern Life Assurance has renewed its co-title sponsorship deal with the S.League, Singapore’s top tier of football, in time for the opening of its 2017 season on February 26.
The Singapore-based insurer has reiterated its support for Singapore’s only fully professional sports league, with the new contract effective until the end of the 2018 season. Great Eastern and the S.League have been partners for a decade. Food and beverage producer Yeo’s is the league’s other title sponsor.
Financial terms of the new deal have not been revealed, but the previous two-year contract, which ended in 2016, was worth SGD2 million (US$1.41 million).

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Khor Hock Seng, Group CEO of Great Eastern Holdings, said the company is looking forward to partnering with the S.League and aims 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 first event of the season, the Great Eastern Community Shield will be played at the National Stadium on February 26, with treble winners Albirex Niigata (S) facing Singapore Cup runners-up Tampines Rovers.
Despite the league encountering low attendance and funding issues, Great Eastern showed that it is still confident in the league’s market reach. In 2011 and 2012, average match attendance dipped below 1,000, but it gradually rose afterwards.

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