FAS and SMRT in $1 million, 3-year deal
FAS signs three-year partnership with transport operator to promote local league
The Great Eastern-Yeo's S.League is on the right track... The East-West Line track, to be precise.
Yesterday, the Football Association of Singapore (FAS) announced a three-year partnership with SMRT that will see the transport operator promote the S.League and national football team across its commercial and retail network.
The two parties kicked off their deal by launching an S.League-themed train at the Marina South Pier MRT station.
The train, which will be in operation on the East-West Line from today until April 7, features posters of S.League stars like Tampines Rovers' former Arsenal and Liverpool winger Jermaine Pennant, Home United's former Bundesliga forward Ken Ilso and Warriors FC's national defender Madhu Mohana.
Specially designed hangers promoting tonight's Great Eastern Community Shield match between Albirex Niigata and Brunei DPMM also hang from the handrails.
In addition, S.League match highlights will also be shown on TV screens on MRT platforms, while posters of stars will be put up at train stations closest to their "home" stadiums.
The New Paper understands SMRT boasts a daily ridership of 2 million, and the estimated cost of the deal over three years is $1 million.
SMRT commercial managing director Dawn Low said the tie-up will help make commuting a more enjoyable experience.
She added: "It's also in line with our corporate social responsibility efforts... We want to promote local sports, and football is probably the most well-loved sport here.
"I think (the recent hype around the S.League) is very good and will create the excitement necessary to bring this sport back to life.
"As a local company, we need to support it. We're quite excited (about the partnership), and I think it shows."
S.League chief executive officer Lim Chin added: "All of us at the S.League and FAS are very happy to partner SMRT. SMRT's platforms are so effective for us to reach millions of commuters every day to promote clubs, players and Singapore football.
"We need big corporations to come on board and we hope our partnership with SMRT can help open more doors."
Former England Under-21 star Pennant was the first of the S.League stars who scrawled their autographs on their life-sized posters inside the train cabins.
He quipped: "It's cool... (But) I'm not sure if people are going to appreciate seeing my face every day, first thing in the morning and at night."