Feb 29, 2012 at 02:06 PM
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Beer Brand Aims For $1 Billion In Exports Using Sports Sponsorship

One of the largest beverage alcohol companies in South East Asia is expanding its sponsorship efforts in a big way as it looks to grow exposure of its product throughout Asia and abroad. In its latest deal, the brand has announced that it will be spending over $16 million to sponsor Spanish soccer rivals Real Madrid and FC Barcelona over a three year term.

"This is possibly the first time in history that Real Madrid and Barcelona are together in the same partnership," Spanish Ambassador to Thailand Ignacio Sagazs said. "I think only Chang could do that,"

Last month, the brand's U.S. distributor signed a sponsorship to highlight the brand on Friday Night Fights Muay Thai.

"We are thrilled to help bring Muay Thai to the attention of Americans and increase awareness of Thai culture across the country," said Pat Graney, President of International Beverage USA. "Both Chang Beer and Friday Night Fights Muay Thai have the same mission: to spread Thai pride and enjoyment."

International Beverage Holdings is the international arm of Thai Beverage Public Company Limited (ThaiBev) and was established in 2005 to lead the continued expansion of the spirits business throughout the world. Chang Beer is the company's signature beer brand.

Company officials say the affinity for sports sponsorship stems from a successful 2004 jersey deal with Everton Football Club of the English Premiership. The club renewed its deal with Everton FC in 2010 at an estimated cost of $19 million over three years.

Export sales for ThaiBev totalled close to $200 million last year and the company expects to reach $1 billion in exports over the next five years.