Logo of Phnom Penh Post newspaper Phnom Penh Post - Cambodia beer signs ad deal with Man City FC

Cambodia beer signs ad deal with Man City FC

Cans of Cambodia beer are set up for customers at a local restaurant in Phnom Penh.
Cans of Cambodia beer are set up for customers at a restaurant in Phnom Penh. Eliah Lillis

Cambodia beer signs ad deal with Man City FC

The logo for Cambodia Beer will now scroll across advertising boards for matches played by Manchester City FC after the brewery behind the local beverage giant signed a commercial deal with one of the England’s top Premier League football clubs.

The deal between Khmer Beverages Ltd and Manchester City marks one of the first times a Cambodian product will be pitched on the international stage. According to the agreement, Manchester City has signed a three-year renewable deal that makes Khmer Beverages’ products its official beer partner in Southeast Asia.

While the financial arrangement of the deal has not been made public, Im Sothearith, director of communications of Khmer Beverages Ltd, said yesterday that the deal allows the company’s products to appear on the LED board during Manchester City matches, while Cambodia Beer can use famous footballers from the club to brand its products.

“This is a new trend for people to see Cambodian products displayed on the international stage, and will be a source for national pride,” he said. “This is the first time ever that a Cambodia brand will be displayed in one of the most-watched sports leagues in the world.”

He added that Khmer Beverages had commercially supported a number of community football programmes in Cambodia before attempting to move into the big leagues by partnering with a European household name.

Established in 2009, Khmer Beverages also produces bottled water, soft drinks and energy drinks.

Damian Willoughby, senior vice president of partnerships at City Football Group, said in a press release that this marks the first major sports partnership of its kind to take place in Cambodia and further strengthens the club’s presence in Asia.

“We are excited to explore this market together, utilising Khmer Beverages’ great pedigree for creating dynamic campaigns to help us engage with Manchester City fans in the country,” he said.

Chris McCarthy, CEO of Mango Tango, a marketing and research firm, said that he expects more of these deals will be inked between Cambodian products and international sponsors.

“Cambodian beer companies have often used patriotic symbolism in their advertising, but many are shifting to more outward-looking international campaigns to build market share,” he said. “I think [this deal] speaks more to the level of spending on marketing activities, and a shift in tone.”

MOST VIEWED

  • Hong Kong firm done buying Coke Cambodia

    Swire Coca-Cola Ltd, a wholly-owned subsidiary of Hong Kong-listed Swire Pacific Ltd, on November 25 announced that it had completed the acquisition of The Coca-Cola Co’s bottling business in Cambodia, as part of its ambitions to expand into the Southeast Asian market. Swire Coca-Cola affirmed

  • Cambodia's Bokator now officially in World Heritage List

    UNESCO has officially inscribed Cambodia’s “Kun Lbokator”, commonly known as Bokator, on the World Heritage List, according to Minister of Culture and Fine Arts Phoeurng Sackona in her brief report to Prime Minister Hun Sen on the night of November 29. Her report, which was

  • NagaWorld union leader arrested at airport after Australia trip

    Chhim Sithar, head of the Labour Rights Supported Union of Khmer Employees at NagaWorld integrated casino resort, was arrested on November 26 at Phnom Penh International Airport and placed in pre-trial detention after returning from a 12-day trip to Australia. Phnom Penh Municipal Court Investigating Judge

  • Sub-Decree approves $30M for mine clearance

    The Cambodian government established the ‘Mine-Free Cambodia 2025 Foundation’, and released an initial budget of $30 million. Based on the progress of the foundation in 2023, 2024 and 2025, more funds will be added from the national budget and other sources. In a sub-decree signed by Prime Minister Hun Sen

  • Two senior GDP officials defect to CPP

    Two senior officials of the Grassroots Democratic Party (GDP) have asked to join the Cambodian People’s Party (CPP), after apparently failing to forge a political alliance in the run-up to the 2023 general election. Yang Saing Koma, chairman of the GDP board, and Lek Sothear,

  • 11th Chaktomuk Short Film Festival draws to close

    Cambodia's 11th Chaktomuk Short Film Festival wrapped up successfully on November 28 after a four-day run, with the film “Voice of the Night” awarded top prize for 2022. Sum Sithen, the organiser of the short film festival, told The Post that the number of attendees to the