SINGAPORE — With the 2016 S.League season building up to be one of the most highly-anticipated in recent years, thanks in large part to the signing of former Arsenal and Liverpool star Jermaine Pennant, and the return of LionsXII players to the ­local league, more corporate entities appear to be buying into the renewed buzz surrounding Singapore’s professional football competition.

Today (Feb 12), public transport ­operator SMRT became the latest organisation to pledge its support with a three-year media partnership with the S.League that will see it market the league across their transport network.

Both parties declined to reveal the value of the deal but it is one which will see SMRT promoting the league with S.League concept trains, by screening videos of goals and match highlights, as well as producing ­localised club advertisements in strategic MRT stations.

“We are privileged to partner FAS to support our local football and S.League clubs,” said SMRT commercial managing director Dawn Low.

“We will be rolling out many innovative and interactive programmes and campaigns to rally and engage everyone who journeys with SMRT.”

The partnership comes after last month’s unveiling of football manufacturer Mitre as the league’s official ball and product supplier in a five-year in-kind sponsorship agreement.

But the S.League is not the only entity enjoying the benefits of the ­increased buzz surrounding the league this season. 

Some local clubs TODAY spoke to have also seen a rise in the number of sponsors coming on board for the season ahead. These ­include Home United, Albirex Niigata, Tampines Rovers, Geylang ­International and the Garena Young Lions.

The Young Lions recently inked a S$4 million cash sponsorship deal with local e-gaming and e-commerce company Garena — the biggest for a club in S.League’s history — while Geylang unveiled Japanese electronic giant Epson as their new main sponsor yesterday. Epson aside, the Eagles have also brought on board 11 other new sponsors and partners this season.

TODAY also previously reported that Tampines have already ­secured close to “S$1 million worth of cash and in-kind sponsorship” for the ­upcoming season, which helped them fund the signing of English winger Pennant.

Today, club chairman Krishna Ramachandra told this newspaper the Stags have attracted over 10 sponsors this year, compared with last season’s three to four main sponsors. The absolute value of the sponsorships has also increased, he said. 

“Our in-kind sponsorships have risen and increased in value, which is also great news for us because it means the club saves on having to pay for things like legal services and apparel and equipment, which can come up to a hefty sum,” he said. 

Although Home have also seen an “increase in cash and in-kind sponsorship”, the club’s chief executive, Azrulnizam Shah Sohaimi, believes most companies are still adopting a wait-and-see approach this year.

“This year is like a reboot for the S.League, so I think most corporate organisations are waiting to see if this year is successful before deciding to commit,” he said. 

“But, overall, it’s great to see more sponsors coming in. This builds the overall value and profile of the league, and hopefully will build some sponsorship momentum for next year.”

Although Hougang United and Balestier Khalsa reported no ­increase in sponsorships, both clubs have renewed deals with ­respective main sponsors ESW Manage and Civic Ambulance for another year.

However, Balestier chairman S Thavaneson warned that things may not be so rosy moving forward because of the challenging economic environment in the next 18 months.

“Private enterprises and companies will have far more pressing needs than to sponsor football clubs,” he said. “I think it will get increasingly difficult to find more sponsors. 

“The Garena deal may be an ­exception to what is really happening (in the world).”