It has sponsored the elite of Singapore football for 13 years. Now, local food and beverage company Yeo's is expanding its backing of the local game beyond the S-League - to the women's, youth and junior levels too.
For instance, a new tournament will allow students, whose teams have failed to advance from the zonal to the national rounds of the schools football tournament, play more games to gain more competitive exposure.
Named the H-Two-O Ultimate Challenge Cup, it will be held during the March and June school holidays.
This new initiative was announced yesterday at a ceremony to mark the renewal of the partnership between Yeo's and the Football Association of Singapore (FAS).
FAS vice-president Lim Kia Tong said: "We are delighted that Yeo's is not only extending its co-title sponsorship of the S-League, but also widening its involvement with Singapore football."
Referring to the H-Two-O Ultimate Challenge Cup, he said: "Students would not just play four matches, and then stop playing when they are knocked out in the first round."
Also in the works is the H-Two-O Ultimate Junior Champions League, a competition for primary school pupils. There will be three categories, namely Under-8, U-10 and U-12.
"Now we can see that they have provided (more) platforms for younger players to display their talents," added Lim.
Yeo's has also stepped up its support of the women's game by sponsoring the H-Two-O Ultimate Women's Dream Team, who play in the Women's Premier League.
Said May Ngiam, first vice-president, YHS (Singapore) Pte Ltd: "We don't just want to put our name to the S-League title. But we hope to be at the forefront to develop football here.
"Once again, we renew our marriage vows with the S-League.
"We will work together to groom the next generation of football players."