Thailand’s oldest and most well-known (but perhaps not the most loved) beer has now reached a four-year deal with one of the world’s most famous football clubs, Chelsea.
Chelseafc.com reported on Thursday that the football club has reached an agreement with the Thai beer to make Singha the team’s official beer. This deal makes Singha and Chelsea have a platinum partner ship and means that the “Golden Lion” Singha logo will be seen throughout Stamford Bridge –the team’s famous stadium– at stadium kiosks, bars, restaurants and hotels from the start of the 2010/11 season. Two of Chelsea’s key players, star-striker and golden boot holder Didier Drogba and young, fan favorite French midfielder Florent Malouda, were pictured holding the Blue’s jersey with the name “Singha” on the back.

Didier Drogba and Florent Malouda pose with new Singha sponsorship shirt. © www.chelseafc.com
The relationship will bring an even larger number of fans from the Asia-Pacific region towards the Blue Lions of Chelsea FC, or as Thais say, ” singh naangein” (directly translated to “lion blue”). Asia has consistently been a region of the world that supports the two famous “red” clubs, Liverpool and Manchester United. Within Thailand alone, the support for these two clubs is higher than many other Asian countries aside from South Korea and Japan. With Chelsea being within the “Top 4″ of the English Premier League (which also include Liverpool, Manchester United, and Arsenal), their reach out in Asia is extremely important, especially now as reigning 2009/2010 league champions and FA Cup winners.
Singha Beer is a product of the Boonrawd Brewery, located just outside of Bangkok. They describe their beer as a premium lager with a full body, “100 percent barley malt beer with strong hop characteristics and a rich taste”. The beer is rivaled with the perhaps more worldly renowned Thai beer, Chang.
The marketing of both beers within the world’s largest football league, The English Premier League, is now even more apparent with Sinhga’s recent agreement with Chelsea. Back in 2004 Chang was Everton’s main sponsor, and to this day their two-elephant logo is a staple in the football team’s kits (jerseys).
“Chelsea chief executive Ron Gourlay said: ‘We are excited to welcome Singha Beer as our official beer partner for the club.
‘It is the leading beer brand in Thailand and will help us to reach out to our rapidly growing fan base in Asia-Pacific. We are certain that Singha Beer will be an excellent partner for the club.’
Santi Bhirom Bhakdee, chief executive of Boonrawd Brewery added: ‘It is a glorious leap forward for Singha Corporation to join hand in hand with Chelsea Football Club, a club that thirsts for victory and accomplishment.”
Singha’s marketing plan since being introduced in the 1970′s was to be known as the beer of Thailand throughout the rest of the world, as it is sold in 50 other countries. But the fact that the company has taken a few more years to see how beneficial sponsorship is within the English Premier League, the Beer Chang logo and brand seem to take the lead in popularity outside of Thailand.
Within Thailand however, the dispute continues, with one vicious scandal worth noting. Rumor has it that the Singha company had begun a campaign to harm Beer Chang’s reputation amongst the Thai drinkers. The goal was to scare their competitor’s drinkers into believing that Chang was made with formaldehyde, hence it’s higher alcohol content. Fact of this has yet to be seen, but the rumor itself seems to be one of great talking points while in Thailand.