everton sponsorship deal

[Coolhand]

from bangkok post....
"The Everton football club will march into Europe next season bearing the Chang beer logo on its jerseys, as part of a three-year sponsorship extension signed yesterday with Thai Beverage Marketing Co, a subsidiary of Beer Thai (1991) Co.

The value of the deal was not disclosed but the English Premier League club said it was ''very substantial'' and the biggest in the club's 100-year history.

The new agreement will allow Chang to cash in on Everton's rising popularity by putting its logo on team jerseys and also acting as the exclusive beer brand sold at Goodison Park, the home pitch of the Liverpool-based club. As well, Chang advertising will be featured at the stadium and on the club's web site.

Chang signed a one-year agreement worth 1.5 million (112 million baht) with Everton in July 2004. The club finished fourth in the Premier League to secure its first-ever place in the UEFA Champions League competition next season.

James Powell, commercial director of Everton Football Club, said the longer term of the agreement with Chang reflected the success that both parties had enjoyed last season.

Thapana Sirivadhanabhakdi, director of Thai Beverage Marketing, said the first year of the sponsorship had helped to build the popularity of the Chang brand not only in the UK and Europe but also worldwide. Everton's television exposure in Asia has been among the success factors.

However, Chang remains a niche product in the UK where it is sold mainly in Thai restaurants. The company is now pushing to get the beer into Britain's convenience stores, according to Mr Thapana.

At the same time, he said, the company planned to appoint an authorised distributor in the UK to handle domestic as well as European sales."

[Dodger]

I do not know if any everton fans can verify this but I was told the team have to/always do a wai before the start of each game.

[Nicke]

Whats the point to sponsor an UK team if the beer isnt even sold in UK except for Thai restaurants?

I know Premier League is very big and they got coverage worldwide, but wouldnt the money be better off in their key markets? On the other hand, I am sure they can afford it and Thai people loves English football, so I guess it is more prestige than real value for Beer Chang.

[peakay]

Originally Posted by Dodger

I do not know if any everton fans can verify this but I was told the team have to/always do a wai before the start of each game.

If they do I am sure it is a bow of respect to their great neighbours - European Champions Liverpool FC

[Captain]

Beer Chang is owned by the richest man in Thailand, Khun Charoeng (or Chaloen), richer than Taksin. I the last few years he built a big new brewery in Khon Kaen, even bigger than the original Interbrew brewery in Louvain, Belgium). He is also involved in Beer Lao if I am correct.
Carlsberg was brewed in his breweries in Thailand, but then Carlsberg offended him (about 1½-2 years ago). So he said that he had no place to brew Carlsberg anymore. Since then you don't see Carlsberg in Thailand anymore.
Sponsoring Everton is sponsoring the concurent of Liverpool, which has as sponsor...? Carlsberg. And a lot of people in Thailand follow the English football competition on TV, so Beer Chang is advertised in Thailand also.