Everton FC agree new record-breaking three-year sponsorship deal with Thai brewey Chang worth up to £12m.

Nov 25 2010 by Greg O'Keeffe, Liverpool Echo

EVERTON have agreed a record-breaking three-year sponsorship extension with Thai brewery Chang worth up to £12m.

The decision to prolong the club’s current partnership with the beer manufacturer makes it the longest-standing sponsorship deal in the Premier League. Goodison officials were today in Bangkok to complete the agreement, which is also the biggest shirt sponsorship deal in the club’s history.

Toffees Chief Executive Robert Elstone, who was in the Thai capital along with first-team star Marouane Fellaini, said: “We are delighted to be signing a new three-year extension deal with Chang. We consider Chang to be very much a part of the extended Everton family. We are proud of what we have achieved in our time together and to have contributed to the development of young Thai footballers and the coaching infrastructure.

“Thai Bev has harnessed the years of accumulated expertise in our Academy and used it to deliver their own agenda on the ground in Thailand.”

Everton have been wearing Chang’s distinctive elephant logo on their shirts since the start of the 2004/05 season, and the extension will further boost their profile in the thriving South East Asian football market.

The club’s recent achievements have delighted the brewery, culminating with one of the biggest global audiences for a single sporting event at the 2009 FA Cup Final.

That huge international exposure for British football's showcase final, illustrates the attraction of deals with established Premier League clubs to top Asian brands.

Mr Elstone added: “Chang have always been very supportive of Everton since we first signed with them in 2004 and have been extremely proactive in driving the partnership forward, helping Everton grow internationally, whilst we have assisted in supporting Chang in key markets around the world.

“We understand that in the modern sports sponsorship market it is vital to generate as much value as possible and together we believe that the Everton/Chang relationship will continue to provide a significant payback on the investment.

Š“We are extremely excited about the new contract and look forward to working with our Thai colleagues to further develop the relationship.”

Charlie Jitcharoongphorn, Deputy Managing Director, Thai Beverage Marketing Co. Ltd said: “Chang has been a major sponsor of Everton for seven consecutive seasons. Over the course of these seven years, our partnership has been nothing short of truly fulfilling.”