As Muay Thai has grown in popularity in the United States, the beer brand is looking to lead the charge to reach more athletes and audiences in the country. Chang Beer is also the official sponsor of Lumpinee, a boxing stadium in its native Thailand.
The title sponsorship enables the beer brand to bring Muay Thai to the attention of Americans and increase awareness of Thai culture across the United States.
The longest running Muay Thai show in the United States, the Friday Night Fight Series began in 1997 showcasing a variety of fighting styles such as Muay Thai Boxing, Amateur Boxing and White Collar Boxing.
Chang Beer is manufactured by Thai Beverage, which also makes Mekhong Whisky. Chang Beer is positioned as a premium imported beer in international markets and is promoted through sponsorship activities including football, golf and music.
Chang Beer previously announced several sponsorships outside Thailand. In August 2010, it partnered with ESPN Star Sports for Barclays Premier League (BPL), to strengthen its brand and international presence in key markets across Asia, especially in ASEAN countries.
The BPL sponsorship came three months before the brewing giant’s international arm was reported as saying that it aimed to boost the international business by five times over three years. It also signed a US$19.09-million deal in November 2010 extending its shirt sponsorship of Everton Football Club for another three years, to strengthen brand awareness among target consumers around the world.
Last June, it also sponsored a concert by a Thai pop singer in New York City for Thai expatriates.
Chang's biggest rival, Singha Beer, also ventured into sponsorship deals with premiership teams such as Manchester United and Chelsea, to boost its brand awareness.