August 2 – Thai’s leading drinks company ThaiBev has secured the sleeve sponsorship of Premier League Leicester City for its recently acquired Vietnamese beer brand Bai Saigon.
No figure was announced for the multi-year deal but it is likely to be in the region of £500,000 a year.
As part of the ThaiBev deal it premium brand Chang, will be the Stadium Beer Partner at Leicester’s King Power Stadium and will be sold in-stadia via refurbished branded kiosks this season.
Leicester City, owned by the Srivaddhanaprabha family from Thailand via their King Power business, has been building commercial relationships on its Thai links in Asia. ThaiBev has already built a regional presence in football as a 10-year sponsor of the Thailand national team, sponsorship of a number of clubs in the Thai Premier League, and its own own ThaiBev Football Academy.
The relationship will see the club capitalise on growing fan loyalty in the region while widening the both beer brands’ recognition beyond their Asian base.
Leicester City Vice Chairman Aiyawatt Srivaddhanaprabha said: “Over the last eight years, we have built a series of important relationships in East Asia and this latest partnership only strengthens Leicester City’s already significant connection with the region.”
Bia Saigon is the Vietnam’s leading beer brand. As well as on the club’s short sleeve, the export beer’s branding will appear throughout King Power Stadium, across interview backdrops and digital advertising boards. Bai Saigon will also seek to engage with the Club’s fan base through matchday activations.
ThaiBev has 131 subsidiaries, including 18 distilleries, three breweries, and 11 non-alcoholic beverage production facilities in Thailand. Internationally ThaiBev distributes in 90 countries. The Group has five production facilities in Scotland which produce single malt scotch whiskies such as Balblair, Old Pulteney, as well as Speyburn. The group owns one distillery in China which produces the famous Yulinquan Chinese spirit.
Thapana Sirivadhanabhakdi, president and CEO of Thai Beverage, said: “Our recent acquisition of SABECO in Vietnam has also added Bia Saigon (Saigon Beer) into our beer group. We have a long-standing relationship with the King Power Group in Thailand and we are pleased to see our partnership extended to the English Premier League. We would like to wish Leicester City continued success in the years to come.”
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