SINGHA OFFICIAL
BEER OF THE LEGG MASON
TENNIS CLASSIC AND SPONSOR OF THE
WOMEN’S $75,000 TOURNAMENT
July 30 through August 7
WASHINGTON, D.C
Singha
brand expands in North America
through continued sponsorship of pro tennis events
WASHINGTON, D.C.… Singha, the original Thai beer,
will be the official beer of the Legg Mason Tennis Classic
presented by GEICO, to take place at the William H.G.
FitzGerald Tennis Center, July 30 through August 7.
The Legg Mason Women’s Pro Circuit presented by
Singha is a $75,000 tournament – the highest caliber
of play in the USTA Circuit.
The women’s pro circuit portion of the Legg Mason
Classic was previously operated by the Thai Tennis Organization,
where it was also sponsored by Singha. Already Thailand’s
most beloved beer, and a sponsor of other major events
like this year’s Miss Universe contest in Thailand,
Singha’s ongoing financial and promotional support
of top-tier tennis is amplifying the beer’s brand
in North America markets, while raising the worldwide
profile of professional women’s tennis.
“Being a presenting sponsor at an elite U.S. sport
event like the Legg Mason Classic puts the Singha brand
squarely in front of our targeted audience – consumers
who are a little more discerning about the beer they
choose to drink and place a premium on quality,”
said Singha North America Vice President Mario Ylanan.
“We’re also huge tennis fans, ourselves,
and pleased to continue our support of professional
caliber tennis in the U.S. and Thailand, especially
through such a high-profile event like the Legg Mason
Classic.”
Singha sees tennis as an international brand-building
winner. Boon Rawd Trading International, the marketing
arm of Boon Rawd Brewery, the maker of Singha beer,
has set up a separate marketing budget to sponsor and
host international sporting events to build brand awareness
overseas. The company will spend Bt30 million (US$715,000)
sponsoring three tennis tournaments in the United States
this year: the Legg Mason Tennis Classic, the Legg Mason
USTA Women’s Pro Circuit Challenger (presented
by Singha Beer) and the Singha Tennis Classic in Tarzana,
California.
Boon Rawd advertising manager, Piti Bhirombhakdi says
the tournaments offer a good opportunity for Singha
to build awareness in the US. “Singha has been
paying more attention to foreign markets since local
market growth diminished last year because of the economic
slowdown and strict laws on alcohol sales and advertising.
By sponsoring sporting events overseas we will be able
to boost Singha’s brand awareness and help it
to regain revenue growth momentum.”
The Legg Mason Women’s Pro Circuit presented by
Singha is sure to be one of the most highly attended
tournaments, as this is the first year the event is
incorporating a women’s tournament along with
the men’s events. Fans won’t need to purchase
a separate ticket, either; purchasing a main ticket
will allow access to the men’s and women’s
events. Players already signed up for the men’s
classic, a 48-player singles draw, include Andre Agassi,
Andy Roddick, James Blake and the Bryan Brothers.
Ticket orders and information about the Legg Mason Classic
can be obtained by calling 202.721.9500, or visiting
the tournament’s website at www.leggmasontennisclassic.com.
Or, single session tickets can be purchased through
TicketMaster, 202.397.SEAT (7328).
Back
to Events |
