NTUC Income yesterday announced Liverpool Football Club as its official partner for OrangeAid, its corporate social responsibility programme.
The two-year partnership involves tapping the club's regional popularity to raise awareness of OrangeAid's initiatives.
Liverpool will contribute sets of signed jerseys to raise funds for OrangeAid. The club's legends will also be in Singapore for fund-raising events and activities involving OrangeAid's beneficiaries.
Current Reds will also be rallying around the OrangeAid cause.
Said Marcus Chew, NTUC Income's senior vice-president of strategic marketing and communications: "We are delighted to partner Liverpool because it is a renowned football club with a very large fan base in Singapore.
"More importantly, it is a club whose values are very much aligned with the underpinning values of OrangeAid - being involved in the community, helping people build better futures, and developing people to reach their full potential.
"Our collaboration is one with the primary purpose of helping students from low-income families, and to let them know they will never have to walk alone as they strive to secure their future."
Billy Hogan, the club's chief commercial officer, said that the Reds are looking forward to supporting a segment of the local community that needs a helping hand.
He added: "Liverpool have many passionate fans in Singapore, and we are pleased with the opportunity to contribute to this great cause and hope our fans will support it too."
In July, NTUC Income launched a $2.5 million Future Development Programme initiative under OrangeAid to help needy students from the Institutes of Technical Education (ITE) and polytechnics.
The programme offers 1,000 bursaries over three years to students from low-income families. The bursaries provide students from polytechnics $3,000 annually, while those from ITEs get $1,800 a year.
NTUC Income will match the amount raised through the Liverpool partnership over and above the $2.5 million it has committed for the Future Development Programme.