Singha extends long-running Chelsea partnership

Thai beer brand Singha is set to become Chelsea’s longest-serving sponsor after agreeing a three-season extension to its partnership with the English Premier League football club.

Having first begun in 2010, the relationship will now continue through to the end of the 2021-22 season.

Singha will retain exclusive pouring rights inside Stamford Bridge stadium, while continuing to help engage Chelsea’s growing audience across Southeast Asia and in particular, the company’s native Thailand.

As part of its commitment, Singha hosts regular live screening parties of Chelsea games throughout the season, as well as running the Chelsea Singha Football League, a seven-a-side tournament across Thailand which features more than 100,000 players.

Each year, the winners of the competition receive an all-expenses-paid trip to London to train at the club’s Cobham training ground and see the team in action at Stamford Bridge.

Chris Townsend, Chelsea commercial director, said: “They are a highly valued part of the Chelsea family and have been a key factor in our continued popularity in Southeast 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.”