LEARNING FROM JAPAN
It can be done. Japan has been the gold standard of football management, where a committed development of the J-League has worked in tandem with its national footballing goals.
Their league, upon inception, was immediately adopted by corporations as a source of pride for companies, and consistent policies over the years to increase fan engagement kept the corporations committed as well.
Today, Japan isn’t just satisfied with qualifying for the World Cup finals: Their goal is to win it. Given their commitment and professional ecosystem, few would bet against them being the first Asian country to win the World Cup.
Honda’s and Whitmore’s signings now present a window of opportunity for the FAS. It is a chance for the new leadership team to outline their vision for the league, how they can get fans and corporations interested, and how this connects to a broader national footballing ambition for Singapore as a country.
Qualifying for the Asian Cup and a S$50 million injection from Sea Group founder and FAS President Forrest Li is great, but it’s time for the FAS to move away from short-term public relations wins to really showing the country how they will build an ecosystem that can rival the best in Asia.
Edwin Yeo, a former football commentator, leads the Singapore office of SPRG, a regional integrated communications agency.
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