By Mark Baber
September 30 – Manchester City FC have announced a multi-year drinking and mineral water partnership with Thailand-based Singha Corporation Co. Ltd, a subsidiary of Boon Rawd Brewery, for Thailand, Cambodia and Myanmar.
The partnership will focus on community outreach and youth-related programmes. Alongside a broad package of IP, digital and hospitality rights, Singha will work with City to create coaching events and clinics across the partnership territories.
Omar Berrada, Commercial Director of City Football Marketing, which brokers Manchester City FC’s commercial partnerships, said: “We continue to be impressed by the depth and breadth of support for Manchester City in South East Asia.
“This is why we are so pleased that we will be partnering with Singha in three key territories. Singha is an iconic brand with a longstanding commitment to football.
“We are confident that this partnership will help us deliver fantastic football experiences, through coaching clinics, as well as fantastic Manchester City experiences, for our passionate fans in the region.”
Bhurit Bhirombhakdi,Managing Director of Singha Corporation Co., Ltd commented: “We are delighted to be an official partner of Manchester City Football Club.
“Manchester City are one of the strongest clubs today, winning the Barclays Premier League twice in the last four years. Additionally, this exciting deal will provide a key platform for Singha to strengthen our brand in the South East Asia region through the world’s fastest growing football team.”
Singha already has sponsorship arrangements in place with Chelsea (in a deal which was extended in 2012 for a further four years) and with Manchester United, in a deal which has also been extended until 2016.
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