Manchester City Surprises With Cambodian Beer Deal

The deal – estimated to be in the US$1m per year range – is the first time a Cambodian company has partnered a European football club. Under the terms of the deal, Khmer Beverages will also serve as Manchester City’s official water, soft drinks and energy drink partner in Cambodia.

The brewery is no stranger to football, having invested in the Cambodian national football team, local clubs and community programmes… And the Manchester City connection is likely to raise football standards and expertise in the emerging Asean nation.

The Cambodian beer brand is pretty much a challenger brand in the regional market, having only been in the business since 2009, and is hoping Manchester City’s winning ways will rub off on the brand as it takes on more established players such as Chang, Singha, Tiger and San Miguel.

The two Thai brands Chang (24.2%) and Singha (16%) have been leading the race for the beer category worth over US$287m in Asian sports sponsorship market since Q115, despite spends dipping in the past year.

While Manchester United has an unprecedented lead in the ASN Index since Q115 with 91 deals, Manchester City is currently second on the list with 43 deals, usurping the likes of Liverpool (41 deals), Chelsea (33 deals), Arsenal (17 deals) and Spurs (9 deals). The deal could just herald City’s nimble, atypical moves into untapped territories across the Asian market, especially important in a crowded football platform.