Singha Corporation, the manufacturer of Singha and Leo beers (Thailand) last month announced an 8-million, four year sponsorship deal with Chelsea FC as part of the company’s strategy to grow its international business. The company had earlier signed a 6.3 million, three-year sponsorship contract with Manchester United, also in the English Premier League.
Singha Corporation’s main objective is to boost and secure their presence in the international markets, especially in Europe by sponsoring two of the biggest football clubs in Europe. Singha Corporation also want to reduce the contribution from the domestic market, which is now at about 95% of the company’s total sales, to 60% within the next three years by securing sales in the international market.
I, personally could see this happening as Singha position’s itself as the beer for people who love football, and considering the fact that people all over Europe have a genuine passion for beer. So, therefore in a way the football crazy fans would easily relate to Singha’s target market.
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