Singha may extend Red Bull deal

“The partnership has been a great success. Singha Corporation may extend the contract for three more years when the present deal expires in November,” Voravud said.
Voravud said his firm had discussed the idea about renewing the contract during the reception hosted by Singha in Hua Hin, Prachuap Khiri Khan, last week. The reception was also attended by Red Bull Racing team owner Chalerm Yoovidhya, team principal Christian Horner and chief technical officer Adrian Newey.
The Singha executive declined to reveal the amount his company would pay for the new contract, which will be signed some time in the middle of the year. However, he said the cost would be around 30 to 40 per cent more than the previous deal, valued at a few hundred million.
Asked to measure Singha’s brand exposure in Formula One, Voravud put the figure at 120 per cent.
“By becoming the partner of Red Bull Racing, Singha Beer has been elevated to an international level. We have been getting positive responses from several countries,” he said.
According to a marketing company of FIA (Federation of International Automobile), Singha received media exposure valued at US$30 million in 2011. The figure is quite high because Singha’s logo was on the cars of the champions, Voravud said.
Singha held the top rank among beverage companies in terms of brand exposure, but 27th among the top100 team sponsors, with Johnnie Walker and Kingfisher well behind, he said.
Although Red Bull Racing did not start well this season, Voravud sees bright prospects for the team, which could make a hattrick of victories at the end of the season.
Voravud also voiced his support for Thailand to host a Formula One Grand Prix. He said F1, which is one of the mostwatched events, is being held in several countries in Asia and Thais should get a chance to see the event at close quarters.
“It would be great if we could clinch the deal to host a Grand Prix. It would be an opportunity to promote tourism and culture. If we could host the Grand Prix on Rajdamnoen Avenue, it would be beautiful. There are many historical sites such as Temple of the Emerald Buddha and the Grand Palace around the Avenue,” he said.
Twotime world champions Red Bull exhibited the F1 car on the Avenue in December 2010. The “Street of Kings” event was part of celebrations for His Majesty the King’s 83rd birthday and also commemorated the feats of the late Prince Birabongse Bhanudej (Prince Bira), the first and the only Thai F1 driver.
Voravud said the Tourism and Sports Ministry and Red Bull should discuss if they want to host an F1 race. As the official partner of Red Bull, Singha Corporation would extend full cooperation, he said.
He is hopeful that the Race of Champions, an international motorsport event featuring some of the world’s best racing drivers, conducted by the Tourism and Sports Ministry at the end of this year at Rajamangala National Stadium, would lead to a future F1 Grand Prix in Thailand. “Our country definitely has the capability to stage a Grand Prix race,” he said.