Singha Extends Long-Term Chelsea FC Partnership

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 the West London club’s matches 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, which has a clutch of ongoing deals with Asian brands, namely with Hyundai, Yokohama Tyres and Carabao.

According to ASN data, Singha has been the 4^th largest sponsor (US$27m) for the beer category in the Asian sponsorship market since Q416, however the brand’s total investment for the first half of 2019 has been subpar, hitting almost US$2.3m, which is below its quarterly average spend of almost US$2.35m.