Singha saddles up with the 'Prancing Horse'

Fresh from renewing its partnerships with English Premier League clubs Manchester United and Chelsea, Singha has underlined its ambition to become a globally recognised beer by sponsoring the international championship. 

“We want our brand to become better known in the world market. … We want to become a global brand within four or five years,” Voravud Bhirom Bhakdi, Singha director of event marketing and business partnership, told reporters yesterday.

“This year, we’re celebrating our 80th anniversary so it’s auspicious that we have secured a new partner with a global status. Ferrari, no question, is a singular brand in my mind. They’re well known around the world. They receive worldwide recognition when it comes to motor sports and supercars.

“They’re just like us, we also have [a high level of] recognition from our customers, both domestically and internationally. We now have our products in more than 40 countries around the world and we want to become even better known. We’re confident that this new partnership will help raise our brand awareness further”. 

Voravud said Singha plans to take fans to Ferarri races, which are part of a championship taking place in three series – North America, Europe and Asia-Pacific.

“They may get a special opportunity to take a ride around the track in a Ferrari car used in the race,” he added. 

Enrico Galliera, Ferrari’s commercial and marketing vice president, believes the two brands share similarities that will make the partnership a successful one.

“It’s worth mentioning that Ferrari was recently selected as the strongest brand in the world. So it’s important for us to identify the right partner. 

“Elements I believe connect Singha and Ferrari are … history, tradition and heritage. Singha is celebrating its 80th anniversary, while we’re celebrating our 65th anniversary. Both companies have strong heritage and strong tradition.

“Last but not the least, we’re always looking to improve and do things better. … And I believe Singha will also be able to do with its product as well,” said Galliera.

Responding to Thailand’s plan to host a Formula One race in the near future, Galliera raised the possibility of bringing a Ferrari Challenge race to the country.

“For every five or six races we hold, at least one is a big event, a big race activity. Last year it was in Singapore. This year, we may see another surprise. We’re always looking to link up with an F1 race. I think only with Singha’s help can that [plan] come true.”