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Big Cola Becomes Manchester City’s Regional Partner
AJE Thailand Co Ltd, the producer and distributor of challenger cola brand Big Cola has struck a regional partnership with Premier League giant Manchester City.
Under the deal, Big Cola has become the official regional partner of Manchester City in Thailand and Indonesia. It allows the brand to leverage on the famous football club’s logo, players, and other exclusive benefits for targeted marketing campaigns and events.
Following the deal, Augusto Bauer, deputy CEO of AJE Group, stated, “This new sponsorship is a key milestone for AJE Group and Big Cola. We are thrilled to collaborate with a club that, like our brand, inspires people to set ambitious goals and strive for greatness. This partnership will strengthen our presence in Asia, a strategic region for our growth.”
AJE’s marketing manager, Chanin Thiencharoen, added, “Both Manchester City and Big Cola are driven by a spirit of determination, innovation, and a desire to exceed expectations. By leveraging Manchester City’s global recognition and loyal fanbase, we aim to create meaningful connections with Gen Y and Gen Z consumers, strengthening our position in the carbonated beverage market.”
According to ASN data, Big Cola (0.7%, ~US$2.6m) is the 6th largest spender for its category since Q22, with an average quarterly investment of US$216k during this period. Prior to its Man City deal, it had a similar regional deal with Ligue 1 champions Paris Saint-Germain (PSG), which was withdrawn last December.
