ThaiBev toasts partnership with Spanish giants Madrid

The deal with the nine-time European champions is one half of an unprecedented move that sees the beer-maker become the first brand in the world to sponsor both the Madrid-based club and their bitter rivals Barcelona.

The contract-signing ceremony came just two days after Real Madrid all but secured the Spanish championship from Barcelona with a 2-1 away victory in Saturday’s “Clasico” that moved them seven points clear of Pep Guardiola’s men with only four games to go. 

No surprise then to see officials all smiles at the event despite the absence of Real’s players, who were busy preparing for the return leg of their semi-final tie against Germany’s Bayern Munich, last night.

ThaiBev executives, led by Matthew Kichodhan, senior vice-president for international business, and accompanied by Thai media, were given special treatment by Real Madrid. The Spanish hosts opted to conduct the conference at the club’s board meeting room, normally not open to the public, where the original nine European trophies won since the days of the European Cup dazzled in the cabinet covering one wall of the room.

Matthew hailed the partnership as a platform for both parties to enjoy further success in their own fields.

“We really do appreciate the partnership, which has blossomed in a very short time since we first met in February. As we speak, it has already grown to packaging and the launching of TV commercials.

“We believe in your team and the philosophy of the club, which are in line with our “live like you mean it” campaign. Chang is succeeding in our market and you’re succeeding on and off the field as well. Hopefully, the deal will help us to more success,” said Matthew.

Real Madrid legend Emilio Butragueno, now director of institutional relations, hoped the deal would bring on board more of the growing army of Thai soccer fans.

“We knew that the number of fans in Thailand has grown tremendously over the last decade. So, we’re hoping the deal would help us reach more supporters. 

“We’re very excited by the deal for several reasons. First, Chang is the leading company in its sector so we consider them as a perfect partner. 

“From now, we’re going to forge a direct relationship with football fans in Thailand. … This is the beginning of something we hope is going to last more than the initial contract we have signed.”

Despite the club’s busy schedule, former Real striker Butragueno refused to rule out the possibility of another visit to Thailand.

“Everyone knows that our fixture list is too tight. Unfortunately, we don’t have too much room in our calendar. We played [in Thailand] in 2005 and I would like to underline that the welcome we got was fantastic.

“People were very friendly, very warm and we were very well received. We would be delighted to go back there. It’s no problem at all,” said the 48-year-old, who scored 123 goals in his 341 games for Real.