Chang Beer and Leicester City sign multi-year partnership
Chang, Thailand’s fastest growing beer, has signed a three-year partnership with Leicester City as the exclusive Beer Partner at the King Power Stadium. Attendees will be able to enjoy award-winning Chang on matchdays from refurbished branded kiosks. Chang produces over 1.5BN litres of beer every year which is globally distributed to 50 countries.
Edmond Neo Kim Soon, chief executive officer for Product Beer Group at ThaiBev, comments: “Chang has a long history of supporting football, having been the official sponsor of the Thai national football team for more than 10 years, as well as many clubs in the Thai Premier League. We’re proud to take this level of commitment to football to an international level by partnering with Leicester City Football Club, a team with a strong affinity with Thailand and one of the most successful Premier League clubs. As one of the country’s top beer brands, Chang is a natural fit as the stadium’s exclusive beer on tap, and we look forward to a close working relationship with LCFC throughout the Premier League and beyond.”
The partnership follows the recent Chang Sensory Trail events across the UK, which celebrated Chang’s passion for craftsmanship through food, art and music. Whether music, food or sports, Chang is the perfect partner for shared moments.
Geoff Tirrell, Chang Beer general manager for UK & Europe said:“Following the success of our recent events in London, Birmingham, Manchester and Edinburgh, this is the next step in establishing Chang as the leading Thai beer in the UK. It makes us incredibly proud to be serving our quality beer to the fans of former Premier League champions, Leicester City. We would like to wish Leicester City continued success in the years to come.”
Chang sales have increased 130% in the last 5 years and Chang is now available in more than 80% of Thai restaurants nationwide. Chang aims to be the leading Thai beer in key international markets.