February 27 – Manchester City have signed a two-year regional partnership with BIG Cola, naming the soft drink brand as their Official Carbonated Soft Drink Partner in Thailand and Indonesia.
The agreement will see the two brands collaborate on targeted marketing campaigns and events, aiming to strengthen fan engagement and expand BIG Cola’s market presence in the region.
BIG Cola, produced by AJE Group Ltd, is looking to further establish itself in Southeast Asia, where football – especially the English Premier League – commands a massive following.
As part of the deal in which the value is undisclosed, BIG Cola will have rights to Manchester City’s crest, players, and other marketing assets, allowing for localised campaigns that resonate with football fans in both countries.
Chanin Thiencharoen, Marketing Manager of AJE Thailand Co., Ltd., confirmed that the company is investing over 100 million baht (€2.81million) this year to strengthen its position through sponsorship marketing. The goal is to enhance BIG Cola’s international image while appealing to younger consumers.
BIG Cola is no stranger to football sponsorship, having previously partnered with the England national team during the 2010 FIFA World Cup.
Now, by teaming up with Manchester City – one of the most successful clubs in modern football – the brand is positioning itself alongside a globally recognised team with an expanding fanbase in Thailand and Indonesia.
For Manchester City, the agreement reinforces the club’s global expansion strategy, strengthening their ties with fans in key international markets while adding another brand to their commercial portfolio.
Jeremy Way, Vice President of Partnerships at City Football Group said: “We are pleased to be partnering with AJE Group to make BIG Cola the club’s Official Carbonated Soft Drink Partner in Thailand and Indonesia.
“It is exciting for the club to collaborate with a brand that shares our passion for delivering quality customer experiences for global audiences. Over the last few seasons, we’ve seen our following continually grow within the region and we’re looking forward to working with BIG Cola to further expand our brand presence in these countries through bespoke content and activations.”
Augusto Bauer, Deputy CEO of AJE Group, said: “This new partnership 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.”
Contact the writer of this story, Harry Ewing, at moc.l1740681930labto1740681930ofdlr1740681930owedi1740681930sni@g1740681930niwe.1740681930yrrah1740681930