Singha has further strengthened its sports marketing strategy by partnering with ONE Championship, a leading global martial arts organisation with a viewership spanning 195 countries.
Voravud Bhirombhakdi, Senior Executive Vice President and Executive Director of Boon Rawd Brewery Co., Ltd., and Deputy CEO of Boon Rawd Trading Co., Ltd., has spearheaded numerous high-level sports deals, and this latest collaboration is another significant milestone. He emphasised that the partnership will enhance Singha’s global brand presence, particularly in Asia and Europe, while also promoting Muay Thai and its athletes worldwide.
Singha is now an official sponsor of ONE Championship, which showcases various martial arts disciplines, including Muay Thai, mixed martial arts (MMA), and kickboxing. With engagement levels in the billions, ONE Championship is among the top five most profitable sports organisations globally. In Thailand, it leads in sports viewership, with its Channel 7HD broadcasts drawing an average of 13.6 million daily viewers during super prime time.
Singha’s Legacy in Sports Sponsorship
Singha has a long history of collaborations with world-class sporting events. It was among the first Thai beverage brands to support Formula 1 (F1) and has partnered with Infiniti Red Bull Racing, Scuderia Ferrari, Alfa Romeo F1 Team, and Stake F1 Team KICK Sauber.
The brand also holds sponsorships with English Premier League giants Chelsea and Manchester United, as well as MotoGP and The Open, the world’s oldest golf tournament.
A Knockout Debut in Thailand
Singha’s official ONE Championship partnership debuted in January 2025 at ONE 170, the first event of the year in Thailand, headlined by the electrifying bout between Tawanchai and Superbon at Impact Arena, Muang Thong Thani.
With this collaboration, Singha continues to cement its presence in international sports, leveraging global partnerships to enhance brand recognition and engagement worldwide.
