Global automotive giants Hyundai Motors have signed a two-year deal to become co-title sponsors of the Great Eastern S.League.
The agreement will kick in immediately, with the 2017 S.League season beginning on Sunday with the Community Shield between champions Albirex Niigata (S) and Tampines Rovers.
Hyundai have been FIFA's automotive partners for the World Cup since the 2002, while also holding the naming rights to Australia's A-League for more than a decade.
The move came after food and beverage company Yeo Hiap Seng pulled out as the S.League's co-title sponsors earlier this week, ending a 13-year partnership that began in 2004.
Hyundai are helmed by former Tampines Rovers chairman Teo Hock Seng, managing director of Komoco Group who own Hyundai Motors. The car company will join Great Eastern Life as the new sponsors of the competition.
The Singapore-grown life insurance company extended their sponsorship with the S.League earlier this month in a deal expected to be worth close to S$1 million.
"It has come at no surprise to most [this sponsorship] because it is sort of synonymous that Hyundai gives back [to football] and try to help the sport," Teo said.
"I have loved the game for many years and this was a good fit. Our regional office asked at the beginning of the year if we can do more sports marketing and when the opportunity to work with this prestigious S.League came, we took the chance and came in.
"Even if the company didn't pay, I would have paid for it from my own pocket. Jokes aside, S.League is the backbone of Singapore football and we will do what we can to draw our connections from world football for the betterment of Singapore football."
FAS interim president Lim Kia Tong was quick to heap praise on S.League's new sponsor, singling out the speed in which Teo and his staff managed to agree a deal with FAS assistant marketing director Rikram Jit Singh.
"Two weeks ago, we announced the good news that our long-time supporters Great Eastern had, demonstrated their faith in the S.League by extending their co-title sponsorship of the S.League," Lim said.
"Today, I am very happy to announce that Hyundai Motors will be coming on board as S.League co-title sponsors. As such, Singapore's only professional football league will now be known as the Great Eastern-Hyundai S.League.
"The fact that a leading and world renowned multinational company like Hyundai is willing to back the S.League strongly and wants to be part of Singapore football shows the strength of and the belief in the S.League and we are truly fortunate and extremely blessed to have their support.
"Teo Hock Seng, the man of Komoco and the godfather of Singapore football, is the pillar of and is instrumental in getting the unreserved support of Hyundai after Rikram activated his idea of approaching godfather Hock Seng for his support following Yeo's decision not to renew the sponsorship."
Rikram, who was a key member during the negotiations was pleased to see the new collaboration take flight, and urged more companies to support the S.League as it heads into a 22nd season.
"Hyundai Motors have long been part of the international football family since 1999 and their commitment to helping the sport develop saw them renew their sponsorship deal as FIFA's official automotive partner for the World Cup till 2022, while also putting the A-League on the world football map as their main league sponsor," said Mr Singh.
"It is important to note how significant this two-year deal to be co-title sponsor of the S.League is as we now have a two partners, together with Great Eastern Life, who believe in football and has steadfast dedication to see Singapore football climb to greater heights.
"The S.League is local football's best hope to nurture the next generation of footballers and we can only do so if more companies take the leap of faith and lend their support to this project.
"We must give special thanks to our friends from Hyundai motors, in particular, Mr Teo, who is the Group Managing Director of Komoco Group, for working tirelessly with his team in making this partnership come true.
"Together with Great Eastern Life and Komoco, this has given the S.League a great start as we prepare to go into our 22nd season and everyone can look forward to a fantastic season of football action ahead."
Sunday's Community Shield between quadruple winners Albirex Niigata (S) and Tampines will be held at the Singapore National Stadium.