SINGAPORE: Singapore’s plan to inject both cash and professionalism into its domestic league took a fresh twist yesterday when the city-state sold the naming rights of its own Under-23 national team.
The Young Lions, set up by the Football Association of Singapore (FAS) in 2003, are the world’s only age-restricted soccer team competing in a professional league.
In what was described as a major milestone for ‘Project Tribe’, officials announced the team would, with immediate effect, be known as the Courts Young Lions to reflect a sponsorship deal with electronics retailer Courts.
The project aims to establish stronger links between fans and local clubs.
The S.League has been struggling with dwindling attendances and a lack of interest and officials have been coming up with ways to give the game a boost such as scheduling fixtures in the afternoon to avoid clashing with televised matches of the more popular English Premier League.
“I think there is probably more money expended in marketing the (Premier League) in one minute than in the S.League in 12 months,” said Project Tribe’s Ian Mullane, adding that they were not trying to compete with English football.
Courts will commit S$1mil (US$781,402) over a period of two years.
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