Singapore – The Football Association of Singapore (FAS) unveiled a new brand film on Saturday, March 23, 2026, designed to capture the nation’s deep connection to football and rally support behind the Singapore Men’s National Team, known as the Lions. The film, released across FAS social media platforms and on the FAS YouTube channel, arrives at a pivotal moment for the team, fresh off a historic qualification for the AFC Asian Cup on merit for the first time.
A scene from FAS’ brand film, capturing Singapore coming together in support of the national team
At the heart of the film is the story of Gavin Lee, the Men’s National Team Head Coach. The narrative traces his journey from a young boy discovering the game to leading the national team, reflecting the enduring connection many Singaporeans share with football across generations. Developed by the FAS, the film intentionally moves beyond the action on the pitch to highlight the emotions, memories, and significance football holds within Singaporean identity. It underscores the idea that football transcends sport; it’s a unifying force.
The launch of this film isn’t simply a marketing initiative, but a deliberate effort to cultivate a stronger football culture within Singapore. As the FAS notes, moments like these are intended to bring Singaporeans together in shared pride and support for the Lions. The film’s message centers on the idea that every Singaporean embodies the “spirit of the Lion” – a spirit defined by belief, resilience, and national pride.
The timing of the film’s release is particularly significant. The Lions are returning home after achieving a landmark qualification for the AFC Asian Cup, a feat accomplished on merit for the first time in the nation’s football history. This accomplishment provides a powerful backdrop for the film’s message of unity and national pride.
Fans will have the opportunity to celebrate this milestone firsthand on March 31st at the National Stadium, where the Lions will play their final AFC Asian Cup qualifier against Bangladesh. The FAS is planning a comprehensive fan experience, with gates opening at 6:00 PM local time (6:00 PM SGT / 10:00 AM UTC). Pre-match activities will include digital giveaways, airbrush tattoos, sticker stations, on-site jersey customization, photo installations, and welcome boards.
The atmosphere will continue to build from 7:00 PM local time (7:00 PM SGT / 11:00 AM UTC) with freebie drops, a “Kallang Roar Noise Meter” to measure fan enthusiasm, a matchday grand draw, and a live pre-match performance by Shazza. Entertainment will continue at halftime with a performance by Iman Fandi, and complimentary commemorative cards will be available at merchandise booths although supplies last.
Following the final whistle, the Lions will express their gratitude to the fans before a stadium-wide pyrotechnic display celebrates the team’s successful qualification campaign. The FAS is encouraging all Singaporeans to “Unleash Your Roar” at the National Stadium, wearing red and making their voices heard in support of the national team.
Tickets for the match are available through Ticketek, and official Lions merchandise can be purchased on the FAS Official Store on Shopee. Further details about matchday festivities can be found at https://fas.org.sg/road-to-riyadh/.
The FAS’s broader commitment to growing the sport extends beyond the national team. According to the Football Association of Singapore, the Island Wide League 2026 (IWL) is now accepting registrations from non-member clubs, demonstrating a focus on grassroots development and expanding participation in the game.
The appointment of Gavin Lee as Head Coach of the Singapore Men’s National Team in November 2025, as reported by the FAS, likewise signals a renewed focus on building a competitive national program. The FAS highlighted Lee’s journey as a key element in connecting with fans.
This brand film and the surrounding events represent a concerted effort by the FAS to not only celebrate recent successes but also to foster a deeper, more enduring connection between the Lions and the people of Singapore. The message is clear: football is more than just a game; it’s a shared passion that unites a nation.
The Lions’ next confirmed action is their AFC Asian Cup™ 2027 Qualifier against Bangladesh on March 31st at the National Stadium. Fans are encouraged to attend and be part of the celebration.
What are your thoughts on the FAS’s new brand film? Share your comments below and let us know how you’ll be supporting the Lions!
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