SINGHA SPONSORS AMERICAN FIGHTERS IN BARE KNUCKLE
KICKBOXING COMPETITION HELD IN THAILAND
First Time American Fighters Compete in Mauy Kad Cheuk,
MTV Profiles Fighters On "True Life

LAS VEGAS ... For the first time in the 1,000-year history of Muay Thai kickboxing, three American fighters will compete in Muay Kad Cheuk, or Bare Knuckle competition in Thailand on April 13, 2004, the Thai New Year. Sponsored by Singha Beer, these fighters will be sporting Singha Lion logos – a symbol of strength – during their training sessions and on fight day, which will be captured on film by MTV for its "True Life documentary.

Muay Kad Cheuk is the pinnacle of the Thai New Year which is celebrated every April 13, when all of Thailand celebrates its history and culture by resurrecting the ancient cultural rules and codes of conduct when Thailand was known as Siam and Siam fought with its neighboring country, Burma. Today, the tournament is held on the border of Thailand and Burma, where fighters fight in the same manner as they did years ago: kicks, punches, knees, elbows and head butts are all legal. No gloves are used, but hand wraps are allowed, with two referees and only a KO – knock out determines the winner.

Trained by Master Toddy of Las Vegas, three American fighters will participate: Anthony Brown, Ben Garcia and Kit Cope. MTV has been filming the journey of the fighters as they prepare for this historic event, following each of these fighters through their daily training routines and their everyday lives for its award-wining "True Life documentary series. The series will also follow the fighters to Thailand and film their fights. Tentatively titled, "I’m A Muay Thai Boxer, the hour-long show will premiere on MTV early this summer.

The fight will be also be broadcast live on the internet by CMX Sports Entertainment at CMXsports.com, and Thai TV 5 and Thai Global Network will be broadcasting this event to more than 150 countries and millions of viewers.

"Thai kick-boxing’s history can be traced back thousands of years as Thailand’s national sport and this sport is rapidly gaining in popularity in the U.S., said says Palit Bhirom-Bhakdi, president of Singha North America, Inc., a subsidiary of Boon Rawd Brewery Co., Ltd., makers of Singha. "It is a natural tie-in for Singha to get involved in our native sport in the U.S. It’s also a nice fit because the Singha logo has a Thai mythical lion, and the lion is a symbol of strength.