Chelsea toasts Singha extension
09 Oct 2012
English Premier League club Chelsea has extended its commercial deal with official beer partner Singha.
The five-year contract extension, through to 2017, will allow Singha to remain a sponsor of the 2011-12 Uefa Champions League winning team. The deal, which ensures Singha Beer will be sold exclusively at Chelsea’s home stadium, Stamford Bridge, marks the club’s latest attempts to develop links with Thailand. Earlier this year, Chelsea installed a so-called ‘Blue Pitch’ in Thailand after opening similar facilities in Hong Kong and Malaysia.
“We have enjoyed a fantastic relationship with Singha over the past two years and certainly a highlight for the football club was taking the first team to play a game in Bangkok in 2011 as part of our Here to Play, Here to Stay pre-season tour of the region,” Chelsea CEO Ron Gourlay said. “The youth team also visited Bangkok this summer playing the Leo All Stars side in front of 7,500 local fans. Singha have been an excellent partner and we look forward to working with them over the next five years.”
Singha Beer board member Piti Bhirom-Bhakdi added: “We have embarked upon an incredible relationship with this great team and it has been our privilege to be associated with Chelsea. Working with Chelsea has been a wonderful experience from day one and we at Singha are very proud to be part of this club during its most successful period in its history. Singha is delighted to be given a chance to extend this fruitful relationship until 2017 and hopefully many more years afterwards. Next year is Singha’s 80th anniversary and we see no better fitting way to celebrate this than continuing with this successful relationship with Chelsea FC.”