Chelsea Football Club has named confirmed a multi-year extension to its existing alliance with Thailand’s Singha Beer, which is set to take the partnership through to 2022.
The extension is due to become the ‘longest-running partnership’ for Chelsea, having originally forged a deal with Singha back in 2010.
Under the terms of the extension, Singha will maintain its exclusive pouring rights inside Stamford Bridge. In addition, Singha will help boost fan engagement with Chelsea’s growing South-East Asian audience and in particular, the company’s native Thailand.
Chris Townsend OBE, Chelsea Commercial Director, said: “It is fantastic news that we have been able to extend our long-term partnership with Singha. They are a highly valued part of the Chelsea family and have been a key factor in our continued popularity in South-East Asia.
“We have a hugely passionate and ever-growing fanbase in the region, and we are delighted to bring those many supporters closer to the club through our work alongside Singha.”
As well as signing up to host live screening parties of Chelsea games throughout the upcoming seasons, Singha will also work towards managing a seven-a-side tournament across Thailand which will feature over 100,000 players, due to be called the Chelsea Singha Football League.
Voravud Bhirombhakdi, Singha Corporation director, added: “Football is the most popular sport in Thailand and Singha is the country’s leading sponsor of international football. We began to sponsor Chelsea Football Club nine years ago and we are pleased to extend the partnership for another three years.
“Singha has been working with Chelsea promoting football development in Thailand to give Thai people the chance to get close to a world-class football team. At the same time, we would like to share Thai culture through Singha beer to UK football fans. We are looking forward to developing our strong relationship over the coming years.”