Singha partners with Manchester United to raise its profile globally

Singha Corporation has announced a global partnership with leading English Premier League football club, Manchester United, as the Thai beer brand bids to raise its profile in the international market.

As part of the alliance, Singha Corporation has appointed Leo Burnett Thailand as agency-of-record to handle the communication campaign of its three-year partnership with the football club.

Leo Burnett will oversee through-the-line communications in Thailand and international markets across Asia, the UK and the US. This will also include all brand advertising at Manchester United's Old Trafford stadium in the UK where the Singha beer brand has pouring rights and will be the only lager available.

Work on the first batch of creatives are underway, in time for a launch in August. These will include giant Manchester United building and Sky Train wraps in Thailand.

On the appointment, Singha Corporation marketing director, Chutchai Wiratyosin, said that the Leo Burnett team has demonstrated that "they are passionate to work with us and understand our business."

On-Usa Lamliengpol, chairman of Leo Burnett Thailand, added that the appointment represents a unique opportunity for her agency to help Singha build its brand on the world stage.

Singha Corporation won the rights to distribute its drinks and merchandise at the English football club's famous ground in Manchester, while the beer brand is set to appear on pitch side billboards at every one of Manchester United's home matches for the next three years. Singha has also garnered the rights to use the Manchester United brand for commercial purposes worldwide, and additional sport-related ventures will be pursued.

"Manchester United has always been active in seeking participation from fans outside England," said commercial director for Manchester United, Richard Arnold. "This partnership with a popular brand like Singha will fulfill that goal."

Singha is aiming to become one of the top 50 global brands in the next five years, while in Asia-Pacific it plans to become one of the top-three beer players, in the next three to five years.

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