March 20 – Premier League Liverpool, which earlier this week announced it had added a Malaysian fixture to its 2015 pre-season tour schedule, has announced a further expansion in the south-east Asia region with the launch of a regional partnership with Cobra Energy Drink, which sees the brand become the Official Energy Drink of Liverpool FC in Myanmar.
As part of this deal, Cobra Energy Drink gains the rights to use Liverpool’s brand and players in local marketing campaigns. Cobra will also market Liverpool-themed bottles of its Cobra Energy Drink.
Distributed by the Myanmar Distribution Group, Cobra Energy Drink is using the Liverpool association to launch in the country this month using the tagline ‘Real Champions Never Give Up’.
The promotion is designed to bring new experiences to Myanmar people such as Premier League viewing games in Yangon and Mandalay, meetings with football legends, and free passes to LFC Tour 2015.
Billy Hogan, chief commercial officer at Liverpool FC, said: “Liverpool Football Club is one of the most popular football clubs in Myanmar, which is very much a nation of football fanatics. We’re really excited to partner with Cobra Energy Drink to bring our fans in Myanmar closer to the club.”
No figure was released for the value of the deal which initially runs through to the end of the 2015/2016 season.
Lyka C. Frontuna, senior country brand manager of Cobra Energy Drink, said: “Liverpool FC is one of the largest global brands and this exclusive partnership demonstrates our commitment to help quench the thirst of football fans in Myanmar by providing new opportunities for fans to watch Barclays Premier League games involving Liverpool for example.”
Source: Inside World Football