Winston Lee, the General Secretary of the Football Association of Singapore (FAS), today serves as a member on various committees of leading footballing organisations including FIFA, the world football’s governing body and the Asian Football Confederation (AFC) where he is currently one of the Vice-Presidents. Mr Lee was headhunted by the FAS Executive Committee (ExCo) in 1999 to provide strategic marketing leadership, operation and infrastructure expertise to the Association and S.League clubs. As the Director of Marketing and Communications, he was focused on shaping the football brands, securing and enhancing sponsorships, organisation and management of international events. In addition, he conceptualised and implemented the full spectrum of corporate-related activities including media relations, corporate communications, strategic management and international relations.
Mr Lee was appointed Chief Executive Officer of the S.League, Singapore’s professional football league, in 2006. Under his stewardship, the professional football league undertook a number of initiatives and was named as one of Asia’s Top 10 Leagues. In April 2008, he was appointed the General Secretary of FAS. Following a series of discussions – spearheaded by Mr Lee and his team– which took place over a year, FAS signed, in February 2015, a $25 million, six-year deal with international sports media rights company MP & Silva. In April 2010, the FAS launched its comprehensive Strategic Plan 2010-2015 which spelt out clearly the Association’s plans and programmes aimed at bringing Singapore football to the next level. The National Football Syllabus was developed as an integral part of the FAS Strategic Plan and incorporates the best practices of the top football nations. The Syllabus, which was endorsed and commended by FIFA and technical staff from top clubs such as Liverpool and Tottenham Hotspur, is used by all youth and schools’ coaches to train and develop our age-group youth players up to the age of 18.
Mr Lee is often invited by other Member Associations and Clubs in Europe and Asia to share his expertise on how they can improve the various aspects of their domestic football, including areas pertaining to marketing, management, planning and media. In October 2012, he was invited as a speaker at Leaders in Football, an annual conference which offers a series of unique, interactive workshops that are led by the top figures and innovators in the industry. In May 2014, he was one of three speakers who presented the topic “The Future is Asia” at the Soccerex Asian Forum. Mr Lee’s extensive business and football management capabilities, as well as his expertise in strategic market planning, organisational leadership and project management, have been recognized by several organizations worldwide, including FIFA.