E-Malt.com News article: Thailand & UK: Singha beer expects stronger volumes owing to partnership with Carlsberg and extended agreement with Manchester United footbal team

Singha Corporation believes that its strategic partnership with the Danish brewer Carlsberg Group will not only strengthen the sales volume of both brewers in domestic and foreign markets, but will also help expose the Thai beer brand to other teams in the English Premier League, The Nation reported on February, 11.

Jaturon Himathongkom, marketing director for Singha Corp's International Sports, said that Singha had started its alliance with Carlsberg three months ago. Since the Danish brewer is already sponsoring Arsenal, Liverpool and Tottenham Hotspur, there's a possibility that these teams can be talked into participating in some activities with their fans in Thailand.

"We might see legendary players from the three teams in Thailand or, if possible, we might see them play in Thailand," Jaturon said.

Chelsea has agreed to play a Thai team in Bangkok on July 17, while Manchester United is expected to play another friendly the same month.

Under the new partnership, Singha Corporation and Carlsberg have signed a joint venture to oversee the marketing, sales and distribution of Carlsberg's brands in Thailand.

Singha and Carlsberg had earlier said the partnership would allow them to "strengthen the premium portfolio in Thailand", as well as offer more opportunities for both players in domestic and overseas markets.

Jaturon said Singha has experienced a significant increase in its beer sales, with a 30 per cent rise at the Old Trafford and up to 27 per cent at Stamford Bridge, since it signed sponsorship deals with Manchester United and Chelsea in 2010.

"Manchester United is one of the most popular football clubs in the world. It is considered a world-class brand and with our logo becoming a part of the big team, it has helped us gain recognition globally," Jaturon said.

He was in Manchester last week to extend Singha's deal with the 19-time Premier League champion.

"Over the past three years, our sales at the Old Trafford has gone up to 30 per cent, while sales at Stamford Bridge has risen by between 26 and 27 per cent," Jaturon said, adding that Singha was a best-selling beer in Thai and Chinese restaurants in England. "Outside the stadiums, our sales has grown by 10 per cent."

According to the agreement, Singha can sell beer in plastic bottles at the Old Trafford until 2016, while it can only provide draft beer at Chelsea's site. Pitch-side LED banners and backdrop displays at both stadiums is also part of the deal.

Jaturon also revealed that Singha has been approached by football clubs from other countries, and that it was currently eyeing the US market and is planning to step into US sports such as NFL and NBA.

Meanwhile, apart from forming a joint venture with Singha, Carlsberg signed another venture on February 1 to brew and market its beers in Myanmar. Carlsberg will own 51 per cent of the venture with local firm Myanmar Golden Star (MGS) Breweries.

13 February, 2013