Thai Brew, Man U Renew
Singha will stay on tap at Old Trafford for another three years.
With the Thai beer brand’s original three-year sponsorship of Manchester United due to expire later this year, the renewal ensures Singha will remain the Official Beer Partner of the Reds through 2016.
“2013 sees Singha celebrate its 80th anniversary and what better way to commemorate this than to renew our successful relationship,” Man Utd Commercial Director Richard Arnold said in a statement.
“Manchester United is delighted to be keeping Singha within its family of sponsors and looking forward to building on the fantastic achievements the partnership has created so far. I am confident the next three years will be just as positive.”
Craft Beer for Sporting KC
Boulevard Brewing Co. is onboard as the official craft beer of Sporting Kansas City for the next five years.
The deal, reported Wednesday by the Kansas City Business Journal, makes official an informal partnership forged last year with the Major League Soccer franchise.
The local brewery will function as title sponsor of the Boulevard Members’ Club, where some of the club’s strongest supporters sit, and will participate in a range of programs throughout the city.
“This has been in the works for a long time,” Boulevard marketing director Jeremy Ragonese said in a statement. “Our mutual fans have been outspoken in their support for an alliance between Boulevard and Sporting KC, and their passion for our brands makes this a natural fit.”
Andy Tretiak, chief marketing officer of Sporting KC, added: “The synergy between our two brands has been incredible, so we’re obviously thrilled to continue the partnership in an even bigger way.”
Sponsor Search Drags on for Football League
The Football League is in danger of playing without a title partner for the first time in 30 years, according to Marketing Week magazine.
A report Wednesday in the British weekly indicates that Football League commercial director Richard Heaselgrave is having trouble topping the $11 million a year npower pays under the current deal.
Organizers reportedly want upwards of $16 million a year from their new title sponsor.
“Every sponsorship director wants to get more money but there is always the danger of stretching things too far and leaving yourself open to clients turning around after the first year and saying it is not delivering acceptable return on investment,” former npower marketing director Kevin Peake is quoted by Marketing Week.
By INSIDER’s Matthew Grayson
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