Contract details
Start date:
Status:
2010
Official beer partner
Leagues and Tournaments:
Chelsea FC and Singha: A Long-Standing Partnership
Chelsea Football Club and Singha, the renowned Thai beer brand, have enjoyed a long and fruitful partnership since its inception in 2010. Their collaboration has been an important part of Chelsea’s global reach, particularly in Southeast Asia. In 2012, Chelsea re-signed Singha for a five-year sponsorship deal, making the Thai beer brand the official beer partner of the club until 2017. This partnership has grown over time, with Singha continuing its exclusive presence at Stamford Bridge stadium, including kiosks, bars, restaurants, and hotels.
Engagement with Fans and Cultural Initiatives
To celebrate the partnership renewal, Chelsea and Singha organized a memorable event at Stamford Bridge during a Premier League match against Norwich. The event featured a traditional Thai cultural showcase, including a tuk tuk for fans to take photos, 20 Thai dancers in traditional dress, and Thai football freestylers demonstrating their skills on the pitch prior to the game.
Partnership Extension and Continued Impact
In 2017, Singha extended its agreement with Chelsea until the 2018/19 season, marking the longest-running partnership for the club. The extension solidified Singha’s exclusive pouring rights at Stamford Bridge and maintained its strong connection with Chelsea’s fans, particularly in Thailand. Chelsea’s popularity in Southeast Asia has been boosted by this collaboration, which included the team’s exhibition matches in Thailand in 2011, 2013, and 2015.
The partnership continued to grow with the 2020 renewal and reinforcing Singha’s exclusive pouring rights at Chelsea’s stadium. As the longest-standing sponsor of the club, Singha has been integral in bringing Chelsea closer to its ever-growing fanbase in Southeast Asia.
Marketing Activations and Fan Engagement
Singha has been actively involved in football development in Thailand, hosting live screening parties and the Chelsea Singha Football League, a seven-a-side tournament that has attracted over 100,000 participants. The competition’s winners receive an all-expenses-paid trip to London to train at Chelsea’s Cobham training ground and enjoy a live match at Stamford Bridge, deepening the connection between the Thai fans and the club.
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