Home Business Leicester City, Singha Beer sign £4.6m deal

Leicester City, Singha Beer sign £4.6m deal

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Singha executive director Bhurit Bhirombhakdi, left, and Leicester City vice-chairman Aiyawatt Srivaddhanaprabha

Media estimates that the value of Leicester City’s deal with Singha Beer has been put at £4.6 million…reports Asian Lite news

Singha executive director Bhurit Bhirombhakdi, left, and Leicester City vice-chairman Aiyawatt Srivaddhanaprabha
Singha executive director Bhurit Bhirombhakdi, left, and Leicester City vice-chairman Aiyawatt Srivaddhanaprabha

The Premier League club announced two months ago that it was extending its relationship with the Thai beer for a further three years.

The beer is now an official club partner, sponsor of Spion Kop Stand and is the official club beer.

It has now been revealed that the deal is worth 250 million Thai Bhat, equivalent to £4.6 million, a figure that has not been disputed by the club, reports Leicester Mercury.

Singha executive director Bhurit Bhirombhakdi and Leicester City vice-chairman Aiyawatt Srivaddhanaprabha hosted a press launch in Bangkok last week to formally promote the partnership.

Mr Bhirombhakdi said: “It is a good deal for both sides as we are supporting a team that fully belongs to Thais.

“Our financial support should help them develop into a top team in the English Premier League.”

The Srivaddhana-prabhas bought the club in 2012 when it was in the Championship and have helped take it to the Premier League.

Along the way they renamed what was the Walkers Stadium after the King Power duty free chain the family has built up in Asia.

In March, US magazine Forbes reported how Leicester City owner Vichai Srivaddhanaprabha had seen his wealth soar by £800 million over the previous year to £1.8 billion.

Leicester City commercial director Ian Flanagan told Leicester Mercury, “Our partnership with Singha has gone from strength to strength in recent seasons, enhanced by the fantastic relationship that exists between Singha and King Power, the club’s parent company.

“As well as being a loyal supporter, Singha has readily shared in celebrating the club’s recent successes, endearing itself further to our supporters as a brand they can truly identify with.

“We are delighted that Singha will continue to be part of our family of partners for the next several years.”

Jaturon Himathongkom, Singha Beer’s International sports marketing director, said, “As a Thai-owned Premier League football club with great history and ambition, Leicester City is a club we are very proud to be associated with and we look forward to improving our working relationship in the coming season.”

Singha now has partnerships with four Premier League teams – Leicester City, Manchester City, Manchester United and Chelsea.

Two weeks ago, the brewing giant announced its latest deal with Manchester City was worth 100 million baht – about £1.8 million.