Chelsea extend Singha beer partnership for three more years

The exclusive pouring rights inside Stamford Bridge will be staying with Singha for the next three years, after Chelsea announced today the extension of the club’s partnership with the Thailand-based beer company, which began in 2010, through 2022. So if you want actual good beer in your cup at Stamford Bridge, you’re a bit out of luck — though you’d be foolish to pay £5 or whatever it is these days regardless of what they were pouring. Have a pint or five if that’s your thing at one of the several pubs around the ground instead!

But, money’s got to be made and marketing partnerships are ever more important in the modern game where matchday revenues continue to shrink in terms of percentages. So, good work, Chris Townsend, marketing director!

Chelsea’s partnership with Singha over the past decade has also resulted in a several coaching clinics and pre-season tours of Thailand, which are a great way to grow Chelsea’s presence, fanbase, and “brand” — there’s that dirty word! — in a region full of eager football fans looking to pledge their allegiance to the Blues.

“It is fantastic news that we have been able to extend our long-term partnership with Singha. They are a highly valued part of the Chelsea family and have been a key factor in our continued popularity in South-East Asia. We have a hugely passionate and ever-growing fanbase in the region, and we are delighted to bring those many supporters closer to the club through our work alongside Singha.”

-Chris Townsend; source: Chelsea FC