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

  • Restrictions re-imposed in capital as Covid cases surge

    Amid the ongoing community outbreak of Covid-19, which has shown no sign of subsiding with 750 infections and 10 deaths reported on June 2 alone, the Phnom Penh Municipal Administration has decided to re-impose the suspension of all occupations and business activities deemed as posing high risk of

  • Phnom Penh-Sihanoukville expressway 51% complete

    The construction of the nearly $2 billion Phnom Penh-Sihanoukville Expressway is 51.35 per cent complete and is expected to be finished in 2023, according to Ministry of Public Works and Transport secretary of state Vasim Sorya. Invested in by Cambodian PPSHV Expressway Co Ltd, the first expressway in

  • With herd immunity likely in 2022, is Cambodia ready to reopen for tourism?

    The government aims to inoculate 80 per cent of the target population by June next year, giving it a head start among regional peers to reboot the sector but first, it has to do a few things to up its game A sign on a glass

  • First 7-Eleven store to open mid-June, ambassador says

    Thai retail conglomerate CP All Pcl will open Cambodia’s first 7-Eleven convenience store in mid-June, Cambodian ambassador to Thailand Ouk Sorphorn told The Post on June 1. The Bangkok-listed 7-Eleven franchise operator, the retail arm of Charoen Pokphand Group Co Ltd, granted CP All (Cambodia)

  • US wants 'full access' to Ream Naval Base

    On June 11, the US embassy's Defense Attaché Colonel Marcus M Ferrara visited Ream Nava Base in coordination with Cambodian officials following the recent approval of Prime minister Hun Sen to allay the concerns on Chinese military presence at the base as raised by US Deputy

  • US embassy guard gets Covid despite two doses of Pfizer jab

    The Covid-19 tracking commission on June 4 said a security guard at the US embassy in Phnom Penh had contracted the novel coronavirus, despite having received a second dose of the Pfizer-BioNTech shot two weeks ago. Embassy spokesperson Chad Roedemeier confirmed the SARS-CoV-2 infection to The