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SINGAPORE - The fans have snapped up every available ticket for the two home games, the media have given ample coverage of the team's exploits even at away venues and sponsors have splashed out the cash.
There is little doubt V Sundramoorthy's LionsXII adventure in the Malaysian Super League (MSL) has captured the imagination of many here.
But the Great-Eastern-Yeo's S-League is the bread-and-butter of Singapore football and many question if the local competition can hum nicely alongside the LionsXII's campaign in Malaysia's domestic football competitions.
Tonight, the S-League takes to the glitzy Marina Bay Sands, upping the ante by launching its 2012 season in a grand setting.
Some of the clubs Today spoke to believe there is cause for optimism ahead of the big kick-off.
Teo Hock Seng, chairman of defending champions Tampines Rovers, said yesterday: "Harimau Muda (Malaysia's under-23 team) and Brunei's DPMM FC are coming in, bringing with them something different, and there is already good commitment from local clubs.
"We are putting together a better, more exciting team on paper, SAFFC and Home United are also making changes to their squad, even Hougang have a revitalised team.
"It should be a good year and I think the entertainment value of the football dished out on the pitch will be a key factor in drawing the fans in."
Tampines have drafted in four new foreigners from Eastern Europe - goalkeeper Sasa Dreven, defender Dominik Marjanovic, midfielder Gligor Gligorov and forward Davor Piskor.
SAFFC also sport a new-look foreign legion of samurai warriors, Hougang United have secured the highly regarded coach Nenad Bacina from Croatia and Gombak United have amassed local attacking talent with pace and attacking verve.
Off the pitch, SAFFC are ramping up their community outreach programme in an effort to expand their fan base while Tanjong Pagar United are pushing hard for a clubhouse-cum-pro-shop.
Gombak chairman John Yap insisted: "The S-League is fighting for a viable identity, a stand-alone competition that is respected and wanted by fans, and all clubs are putting in 100-per-cent effort."
Yap's Bulls have been beefed up by the likes of K Vikraman, Mustaqim Mansor, Hafiz Rahim and Fairoz Hassan, and are set to be the darkhorses this season, along with Bacina's Hougang side.
SAFFC have retained the services of S-League top scorer Miroslav Karoglan and secured the services of former Albirex Niigata men, Shimpei Sakurada and Tatsuro Inui as well as Seiji Saito.
But coach Richard Bok believes the media will play a major role in determining the success of the S-League.
"The MSL creates its own publicity but their standard of football is about the same as ours. We'll need the help of the media over the next three years and it will be especially important for us as we fight for survival, so to speak."
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