Premiership Rugby today announces a new partnership with Singha Beer, which confirms the premium Thai lager as the new title sponsor of the Premiership Rugby 7s Series and an official partner of Premiership Rugby.
At a formal ceremony in Bangkok the new deal was sealed establishing the Singha Premiership Rugby 7s Series, which will run for the next three years, starting this summer.
The Singha Premiership Rugby 7s Series, which will be broadcast live on BT Sport, is the only 7s tournament contested by all 12 Premiership Rugby clubs. After hosting pool three of last summer's Premiership Rugby 7s, Newcastle Falcons made it to the finals of the competition but lost out on the title to Gloucester Rugby.
Singha Beer will be available at each of the 12 Premiership Rugby Clubs throughout the Aviva Premiership Rugby season and will be prominent throughout the Singha Premiership Rugby 7s Series this summer.
Dominic Hayes, Premiership Rugby's Commercial Director said: "We are delighted to welcome another world-class brand into the Premiership Rugby family. We look forward to developing the Singha Premiership Rugby 7s Series and forging a long term successful partnership. Sevens is one of the fastest growing sports in the world and one year before Rugby 7s returns to the Olympic Games when better to launch a new era of the Premiership Rugby 7s series?"
Piti Bhirombhakdi, Managing Director of Singha Corporation Co., Ltd said, "Through this partnership with Premiership Rugby, Singha Corporation aims to further promote the Singha brand throughout the UK .We share similar values; courageous and strong in character and we are confident that this is the beginning of an exciting and successful partnership between Premiership Rugby and Singha for years to come.”
Dates and venues for the Singha Premiership Rugby 7s Series will be announced this week.
Singha is the Thai name for the Rajasi, a mythical lion with flames burning on it's head, neck and back, and trailing from each of its feet. This mythical ‘king of this enchanted forest’ is a truly magnificent creature. Courageous and fearless, this legendary “braveheart” is elegant in its posture, poetic in its movements and strong in its character. These qualities thus translate into Singha Lager.
Since 1933, Singha Lager - famous as “the original Thai beer” - has been quenching the thirst of beer drinkers in all corners of the world. The distinctive, full-bodied 100% barley malt beer is brewed only from the finest ingredients using state-of-the-art technology. It is rich in taste with a strong “Saaz” hop character - an aroma and flavor that is mild and earthly, filled with herbs and spice.
To find out more visit www.singha.com.