Chelsea top up Singha beer through to 2022

10 July 2019 | Commercial & Sponsorship
Chelsea top up Singha beer through to 2022
English top-flight soccer club Chelsea have extended their long-running partnership with Singha Beer through to 2022.

The two have worked together since 2010 and the renewed agreement makes it the longest partnership in the Premier League club’s history.

Under the deal, Singha will retain exclusive pouring rights inside Stamford Bridge, Chelsea’s home stadium, while also engaging the club’s expanding audience across South East Asia, including the brand’s native Thailand.

The Boon Rawd Brewery brand will also continue to host live screening events of Chelsea games throughout the season, as well as running the Chelsea Singha Football League. The seven-a-side tournament in Thailand attracts more than 100,000 players, with the winners travelling to train with and watch the Blues’ first team.

Chris Townsend, Chelsea Commercial Director, said: “It is fantastic news that we have been able to extend our long-term partnership with Singha. They are a highly valued part of the Chelsea family and have been a key factor in our continued popularity in South-East Asia.

“We have a hugely passionate and ever-growing fanbase in the region, and we are delighted to bring those many supporters closer to the club through our work alongside Singha.”

The Singha news is the latest sponsorship renewal from Chelsea. In 2018, they extended their deal with Beats by Dr Dre as official sound partner until the end of the 2020/21 season. Last season, they also partnered with Hyundai as their new sleeve sponsor until 2022, worth a reported UK£50 million (US$62 million).

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