REAL MADRID has finalised a three-year sponsorship deal with Thai Beverage Plc, makers of the Chang beer brand, worth 500 million baht ($16.5 million).
The signing ceremony for the deal took place at the Bernebeu Stadium on Wednesday – and is the precursor to a similar deal with La Liga rivals FC Barcelona, ThaiBev said.
Under the deal, which will focus on ThaiBev’s new premium brand Chang Export, Chang drinking water and Chang Soda, ThaiBev will use the Real Madrid marque on packaging, promotions and in TV advertising in Thailand.
The Spanish champions in waiting may also play matches in Thailand during pre-season.
The Barcelona deal, which has yet to be formally announced, is thought to cover the south-east Asian market.
ThaiBev was represented by Matthew Kichodhan, senior vice-president for international business and Sorrakit Lathitham, marketing manager at ThaiBev Marketing. Emilio Brutageno, the club's ambassador, signed off the deal for the La Liga giants.
Pre-announcement, Sorrakit had said that the combined deals could help ThaiBev achieve double-digit growth domestically and internationally over the next three years.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen