Chelsea has sealed its second major beverage-based commercial partnership in the space of a week after agreeing a two-year deal with International Beverage Trading Company (IBTC) and its Grand Royal Whisky brand.
The agreement, brokered by the Sports Revolution agency, will see IBTC’s flagship brand become the official whisky of the English Premier League giant. The deal marks the first partnership between a Myanmar-based company and a western brand and will allow Grand Royal Whisky to co-brand its own merchandise within the Asian country. European champion Chelsea is set to visit Myanmar during its 2013-14 pre-season tour.
Antony Marcou, managing director of Sports Revolution, said: “We are delighted to have been instrumental in brokering such a ground-breaking opportunity within this fledgling marketplace. Grand Royal Whisky is a long-standing supporter of local football, and is now able to exploit the popularity of the English Premier League in Asia and increase its own exposure directly to these local markets.”
The IBTC deal comes after Chelsea recently extended its commercial deal with official beer partner Singha. The five-year contract extension, through to 2017, will allow the Thai brand to remain a sponsor of the 2011-12 UEFA Champions League winning team.