Singha revving for another season in Formula One with Red Bull Racing
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After two seasons frothing with success, Singha Beer hopes to renew its official team partnership with reigning Formula One champions Red Bull Racing, who are expected to win the title again this year.
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Voravud Bhirombhakdi, Singha’s strategic partnership and event manager, will hold talks on a fresh deal with Red Bull Racing before their one-year-partnership, which has been renewed twice, ends next year.<br />
Singha shot to Formula One prominence in 2010 when the company’s logo was splashed across the cars of the 2010 champions. This year, the team’s German driver Sebastian Vettel is having a magnificent season, and is one point away from clinching his second title in a row after a commanding win in Singapore on Sunday.<br />
With Red Bull Racing likely to win the constructors’ championship again this year, competition among advertisers will be intense but Voravud is confident that the team, owned by an Austrian energy drinks company with strong Thai links, will extend its contract with the Thai beer makers.<br />
“As a Thai, I’m proud of Thai brands. It’s rare that we see Thai brands joining hands on the global stage. If the cost is acceptable – not more than a 20-per-cent increase on the previous deal – I think it will go through,” he said.<br />
Voravud declined to elaborate on how much his company had paid for the previous contract, but added that a sponsor normally has to pay around ¤6 million (Bt251 million per year).<br />
Singha Corporation has long been a big supporter of several sports. The Thai company is seeking to increase its presence as a globally recognised premium beer brand in countries that it currently exports to.<br />
Voravud said it was possible that Singha could become the official beer of Formula One.<br />
“In the next 30 years, we could have our own Singha Racing team participating in the championship, though running a team would be a big commitment. It’s not necessary now because what we have [the partnership with Red Bull Racing] is a great success in terms of branding. We are attached to a very successful team,” he said.<br />
“If Red Bull wins we also benefit from increased<br />
visibility. Fans worldwide can see us for at least 510 seconds in each race,” he said.<br />
Apart from partnering last year’s champions, the Thai brand has been the official beer sold at the VIP guest area of the Italian Grand Prix in Monza, the Monaco GP and the British GP at Silverstone, where more than 100 high-flyers including film stars, singers and celebrities got the chance to sip the Thai brew.<br />
Voravud admits to being a big Formula One fan himself – an enthusiasm fuelled by his own exploits racing cars. He said he never thought Singha would get the chance to be part of F1, because its consumers are different groups.<br />
“We have to have a dream then make it come true,” he said. <br />
Voravud also urged the government to bid for an F1 Grand Prix in Thailand, saying the country would accrue immense benefits as hosts.<br />
“It’s time for us to host some of world class events here. We are lagging behind other countries in organising sport events. We have to do it right now; if we wait we will lose the opportunity,” he said.<br />
Thailand has the potential to make it happen, he added, suggesting the best location for a Grand Prix would be Rajdamnoen Avenue, which wouldn’t need huge investment. Bangkok would be a great location with full facilities for more than 100,000 spectators, he added. <br />
Bangkok got a taste of the future last December, when newly crowned world champions Red Bull unleashed an F1 car on the avenue.<br />
The 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 so far only Thai F1 driver.<br />
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