Sports teams not only compete with other teams for the championship but also for a percentage of the fan mind space. For winning fan loyalty and resultant economic success. Overseas teams have held a major number of fan’s base in Singapore. Clubs are keen to glow their fan base beyond their own country. It is becoming harder for local teams to complete for fan base against well-established foreign teams. As sport takes on a more business approach to its management, hence it becomes essential to build an enduring brand and differentiate it from rivals. The Football Association of Singapore (FAS) acts as the governing body of football in Singapore. The national football team had a strong history and is one of most popular sports in Singapore. However, recently it is underground a new era. A new brand story of the national team would give the team much needed refresh and energy.
