THAILAND/UK. Thai brand Chang Beer has been short-listed for a prestigious sponsorship award in the UK thanks to its partnership with the Premiership football club Everton.
Chang Beer and Everton have developed a dynamic association that includes not only traditional sponsorship but also long-term, global community investment.
Chang Beer’s involvement with Everton has led to its nomination for the celebrated Hollis International Sponsorship award, the winner of which will be announced at a high-profile ceremony in London.
Since Chang started sponsoring the club almost two years ago, the two partners have developed the Chang Rising Star Programme, which provides three training places at Everton each year for emerging Thai football talent.
Thousands of hopefuls compete for one of the coveted positions and an opportunity to win a nine-month package, which includes English language tuition and board with a local family.
A football tournament called the Chang-Everton Cup was launched in February 2006 in the Baan Bang Muang district – one of the provinces most badly affected by the Tsunami – to support local schools.
In addition, Chang established a Thai supporters club and a dedicated Thai version of the Everton FC website, which now has 1,500 users each month.
About Chang Beer
Chang Beer was launched in 1995 by owner Thai Beverage Public Company. Chang (the Thai word for elephant) is brewed in a state-of-the-art brewery in Asia and is described as a full-bodied lager with 6.4% abv. Chang received a gold medal from the Australia International Beer Awards in 1998 is currently expanding in three key overseas markets: China/Hong Kong, Singapore and the UK. Brand extension Chang Light was launched in March 2005. UK sales of Chang beer increased sevenfold in 2005.
