Thailand’s Chang Beer is expanding its reach into European football, signing partnership deals with the two giants of Spain’s Primera Liga FC Barcelona and Real Madrid.
The partnership was announced at a star-studded press conference today Feb. 27 that featured appearances by former Real Madrid star Fabio Cannavaro and former Barcelona star Edgar Davids.
Also on hand were ThaiBev president and CEO Thapana Sirivadhanabhakdi, Thai superstar comedian Goh Tee, Spanish Ambassador to Thailand Ignacio Sagaz Temprano, and uniformed fans (and pretties) for both teams.
The deal between Chang and the two Spanish teams is worth THB500 million over the next three years. The partnership will feature interactive marketing campaigns in Thailand to promote Barcelona, Real Madrid, and Spanish football in Thailand, as well as Chang Beer in Spain.
Cannavaro was awarded FIFA World Football of the Year in 2006 and captained Italy to a win in the World Cup the same year.
Davids – known for his trademark dreadlocks and goggles – won La Liga with Barcelona twice and was capped 74 times for Holland.
Chang already sponsors English Premier League Club Everton and has developed a Chang Football Acadmy for up-and-coming young Thai footballers.
With this move, Chang positions itself very nicely against Thai rival Singha Beer, which sponsors English Premier League’s Manchester United and Chelsea.
Expect to see lots of Barcelona/Real Madrid/Chang billboards around Bangkok soon… and maybe appearances from Cristiano Ronaldo and Lionel Messi?
Photo of the press conference today are below.
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