Manchester City teams up with beer company

Manchester City FC have signed a new deal with Asian drinks company Singha to bolster the club’s presence in Thailand, Myanmar and Cambodia.

The partnership will see the two organisations teaming up to offer community outreach and youth programmes across Southeast Asia, with City giving Singha a range of intellectual property, digital and hospitality rights.

In return, Singha will engage customers with Manchester City branding and work with the club to offer football clinics and coaching events.

Omar Berrada is the commercial director of City Football Marketing, which promotes the club’s business and works to monetise its sponsorship potential. He commented: “We continue to be impressed by the depth and breadth of support for Manchester City in South East Asia.

“This is why we are so pleased that we will be partnering with Singha in three key territories. Singha is an iconic brand with a longstanding commitment to football.”

He added: “We are confident that this partnership will help us deliver fantastic football experiences, through coaching clinics, as well as fantastic Manchester City experiences, for our passionate fans in the region.”

City have been working to strengthen their presence in Southeast Asia over the last few months. In August, the club struck a new partnership with South Korean tyre firm Nexen Tire.

The managing director of Singha Corporation Co. Ltd, Bhurit Bhirombhakdi, said the firm is “delighted” to be an official City partner, adding: “Manchester City are one of the strongest clubs today, winning the Barclays Premier League twice in the last four years.

“Additionally, this exciting deal will provide a key platform for Singha to strengthen our brand in the South East Asia region through the world’s fastest growing football team.”

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