Chelsea signs landmark deal with Myanmar-based Whisky brand
Chelsea Football Club has signed a deal with a Myanmar-based whisky brand to become the official whisky of the football club, marking what it claims to be the first time an advertising deal has been agreed between Myanmar and a western brand.
Grand Royal Whisky: Myanmar sponsorship deal with Chelsea FC
The deal involves Myanmar-based International Beverage Trading Company (IBTC) and its flagship Grand Royal Whisky brand.
There had previously been European trading sanctions against Myanmar, which were lifted earlier this year after the country released political prisoners.
The deal will run for the next two seasons, beginning in 2013/14 season. As part of the deal, Chelsea is visiting the country in a pre-season tour. It is the first time Chelsea has signed an official whisky partner.
The deal also allows Grand Royal Whisky to "co-brand its own merchandise" in its home country of Myanmar.
The deal was brokered by sports agency Sports Revolution.
Football clubs are increasingly looking to target the Asian market with commercial tie-ups in the region.
According to Sports Revolution, the Premier League has a total audience of 1.2 billion in Asia.
The deal marks Chelsea’s second beverage tie-up in recent weeks. The club extended its commercial deal with official beer partner Singha. The five-year contract will run until 2017.
This article was first published on marketingmagazine.co.uk
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