The LionsXII's success on the field last season has translated into dollars and cents.
Just two games into the new season, the Singapore side's total sponsorship figure has already surpassed last year's mark.
The team's official marketing and sponsorship representatives, Kingsmen, declined to reveal numbers.
But, according to them, there has been a steady increase in sponsorship figures over the years.
Sponsorship deals of the LionsXII in 2012, their debut season, are estimated to be worth more than $1 million.
"The sponsorship deals this season have already surpassed that of last year, showing a very positive sign for the LionsXII," said Raymond Lim, senior manager, media and events, Kingsmen Ooh-media.
"The crowning of the LionsXII as champions of MSL last year has indeed garnered further interest from potential sponsors, and encourages the existing sponsors to renew their support for the team.
"The LionsXII branding has grown since its re-entry to Malaysian football competitions and that has got clients to pay more attention to our customised packages."
StarHub and Silkpro are into their third year with the LionsXII, while the National Council on Problem Gambling has extended their 2013 deal.
Two more local companies have come on board.
Stamford Tyres are official partners of the LionsXII, while Simply Buffet - a halal catering company under the umbrella of the Purple Sage Group - are the team's official caterers.
Stamford are understood to have invested a six-figure sum in the LionsXII, with Simply Buffet chipping in with a five-figure amount.