The brokerage of the three-year Singha deal follows on from Budweiser ending its relationship with the club at the end of last season, as it chose to focus its efforts on the relationship it enjoys with arch local rivals Manchester United.

Singha, which is the number one selling Thai beer in the UK and has growing global ambitions, will now have branding and advertising throughout MCFC’s stadium, promotional rights and will retail on match days from the club’s catering facilities.

In a statement from City, chief executive Alistair Macintosh said: Manchester City is delighted to welcome Singha Beer as the club’s Official Premium Beer. Exceptional on-pitch performances have taken interest in the club to an unprecedented level around the world. This increased interest is most evident in Asia and specifically Thailand.
 
“Our partnership with Singha Beer opens up a range of new and exciting opportunities in key markets and provides a platform on which to interact with our rapidly growing supporter base outside of the UK. We are looking forward to developing a long-term relationship which will serve to raise the profile and deliver against the international development objectives of both parties.”

Singha’s Soravij Bhirom Bhakdi added:  “The Premier League is the most popular football league in the world. Through our partnership with Manchester City, Singha Beer will have the opportunity to bring supporters in Thailand and other key markets closer to the action through innovative promotional activity.
 
“Whilst the stadium branding will deliver international exposure for the brand, the partnership provides the perfect platform on which to further raise awareness and drive sales of Singha Beer in the UK, one of our most important markets.

The club has strong associations and a growing following in Thailand, which we are keen to extend.”

http://www.singhabeer.co.uk/home.html

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