On a mission for LionsXII Company plans to put on festival mood at home games to draw fans back to stadium

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SINGAPORE - From 8am yesterday, the words, "The Lions are back", flashed across the screen above the H&M outlet along Orchard Road, reminding the throngs of people along Singapore's main shopping district of the LionsXII's return to Malaysia's domestic football competitions next year.

Integrated marketing company Kingsmen owns the screen, and the company that designed and produced hospitality suites for the Formula 1 Singapore Grand Prix and installed grandstands around the Marina Bay Circuit, is now turning its attention to football.

In July, the Football Association of Singapore (FAS) signed a deal with their Malaysian counterparts that will see a Singapore side play in Malaysian competitions for the next four years, and they have engaged Kingsmen as the exclusive marketing and sponsorship representative for the entire duration.

The company is determined to pull out the stops to help reignite the excitement of football among fans.

"This is a process of recreating the emotions of the Malaysia Cup days of old, of bringing back the excitement to the ordinary fan … and our key challenge is to raise the bar of the experience for fans inside and outside the stadium," said Kingsmen Ooh-Media integrated marketing communications specialist Terence Chan, who declined to reveal the monetary value of the deal with the FAS.

From two new corporate boxes constructed on either side of the Jalan Besar Stadium grandstand to massive banners hanging behind one of the goal posts and a blimp flying over the pitch, they are ramping it up for the fans.

There will also be zones for fans in and around the stadium, with games that will require mobile phone apps and cheerleaders to entertain fans at half-time, as they aim to help the LionsXII, coached by V Sundramoorthy, draw crowds back to stadiums.

"We have included the corporate boxes for the exclusive match experience we are hoping to sell to clients, and we will also be going out to the heartlands as well as to the Central Business District to engage the average fan," said Kingsmen account director Hadey Latiff.

As part of the deal, Kingsmen are responsible for increasing Jalan Besar's capacity from 6,000 to 8,000 by installing stands behind the goalpost along King George's avenue.

But one of the main challenges facing the company is attracting sponsors for their premium and the more affordable sponsorship packages.

"We are confident that our packages will sell, but our challenge is to reach as many companies to offer them these as soon as we can," said Kingsmen executive director Danny Lim.

Despite only four weeks to go before the Malaysian Super League kicks off on Jan 10, and work yet to start at Jalan Besar, Chan remains confident.

"We are known for speed and by the first match, all the basic elements will be ready," he said.