CHELSEA FOOTBALL CLUB has signed a two-year deal with the Myanmar-based International Beverage Trading Company Ltd (IBTC), making IBTC’s Grand Royal Whisky brand the ‘official whisky of Chelsea FC’.
The deal, brokered by Sports Revolution, marks the first advertising partnership between a Myanmar-based company and a western brand and allows Grand Royal Whisky to co-brand its merchandise within Myanmar.
The dealmakers were Aung Moe Kyaw, group chairman, IBTC Group of Companies (Grand Royal), Stephen Marsh, managing director, Sports Revolution Asia and Adrian New, managing director of Chelsea Asia.
Sports Revolution also acknowledged the contribution of UK Trade & Investment in bringing the parties together.
Commenting on the deal, Antony Marcou, Sports Revolution managing director, said: “Grand Royal Whisky is a long-standing supporter of local football, and is now able to exploit the popularity of the English Premier League in Asia and increase its own exposure directly to these local markets.”
The deal supports Chelsea FC’s strategy of raising its profile within Myanmar and Asia as a whole, where the English Premier League attracts a cumulative audience of 1.2 billion.
Chelsea will be visiting Myanmar and working closely with Grand Royal Whisky during its 2013/14 pre-season tour.
Also this week, Chelsea FC extended its partnership with the Thailand-bsed Singha Beer, which will continue to serve as the official beer partner of the Blues until 2017.
Singha will be exclusively sold at Stamford Bridge in all stadium kiosks, bars, restaurants and hotels.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen