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Hyundai signs on as new S.League co-title sponsor

Korean automotive company Hyundai has agreed a deal to become a co-title sponsor of the S.League, the top tier of club football in Singapore.

According to the Today newspaper, Hyundai has signed a two-year deal with the league covering the 2017 and 2018 seasons. Today also reported that the deal would be worth around S$1m (€671,000/$709,000).

Hyundai will replace food and beverages company Yeo’s as one of the league’s two title sponsors. Hyundai will share naming rights to the competition with life insurance company Great Eastern, which earlier this month signed a two-season extension to its partnership with the league.

The competition will henceforth be known as the Hyundai-Great Eastern S.League.

Teo Hock, managing director at Komoco Motors, the sole distributor of Hyundai cars in Singapore, said: “Hyundai feels that its sponsorship of the (Australian) A-League has provided it with very good publicity, and a few weeks ago, the president of Hyundai told me to see what more we can do more for brand awareness and sports marketing in this region.

“The S.League gave me a proposal, I thought it was a good opportunity, and so we have decided to come on board.”

The 2017 S.League season begins with the Community Shield match between Albirex Niigata and Tampine Rovers on Sunday. It will mark the first time an S.League match has been played at the main stadium at Singapore Sports Hub.