With its sights set on furthering its sports marketing prowess, Singha has inked an electrifying deal with ONE Championship, one of the world’s most esteemed martial arts organizations. Boasting a staggering viewership that spans 195 countries, ONE Championship isn’t just a juggernaut in martial arts; it’s a gateway to a global audience. Leading this ambitious charge is Voravud Bhirombhakdi, the Senior Executive Vice President and Executive Director of Boon Rawd Brewery Co., Ltd., who isn’t new to orchestrating high-stakes sports partnerships. This new alliance stands as a significant milestone under his belt, poised to take Singha’s global brand recognition to stratospheric heights, particularly in Asia and Europe, all while illuminating the path for Muay Thai and its remarkable athletes to shine on the world stage.
As the official sponsor for ONE Championship, Singha positions itself at the forefront of a sporting revolution that showcases a melting pot of martial arts disciplines—Muay Thai, mixed martial arts (MMA), and kickboxing. In the high-octane world where engagement numbers soar into the billions, ONE Championship proudly struts as one of the top five most profitable sports organizations on the planet. Its dominance is perhaps most pronounced in Thailand, where it reigns supreme on primetime sports television. Broadcasting on Channel 7HD, it attracts a whopping 13.6 million daily viewers, all glued to their screens during the super prime time.
But Singha’s sports sponsorship legacy isn’t just limited to martial arts. It reads like a roll call of global sporting prestige. As one of the trailblazers among Thai beverage brands, Singha was one of the first to roar onto the Formula 1 (F1) circuit. It has blended speed and sophistication by partnering with some of the most renowned F1 teams—Infiniti Red Bull Racing, Scuderia Ferrari, Alfa Romeo F1 Team, and the Stake F1 Team KICK Sauber. Racing isn’t the only arena where Singha leaves its mark. The lush greens of English Premier League stadiums echo with its presence through collaborations with giants like Chelsea and Manchester United. Need more? How about the thunderous tracks of MotoGP? Or perhaps the historic tees of The Open, the oldest golf tournament in existence?
The buzz surrounding Singha’s official partnership with ONE Championship was palpably crackling right from the get-go. January 2025 saw their knockout debut unfold at ONE 170, Thailand’s marquee event for the year at Impact Arena, Muang Thong Thani. The night was illuminated by the electrifying showdown between Muay Thai titans Tawanchai and Superbon, marking a new era of collaborative prowess.
In essence, Singha isn’t merely cementing its footprint in international sports; it’s sculpting a global masterpiece of brand presence and engagement. Armed with strategic alliances and eye-catching sponsorships, it’s not just about recognition; it’s about creating a world where Singha is synonymous with passion, sport, and unprecedented global camaraderie.
Singha partnering with ONE Championship is a smart move. It’s awesome to see a Thai company supporting a martial arts organization that’s so big worldwide.
I agree, Jake! It’s important for Thai brands to showcase our culture and athletes on a global stage.
Absolutely, Mai. It’s not just about business, but also about cultural representation and pride!
Do you guys think this focus on Muay Thai will overshadow other martial arts within ONE?
Kind of bittersweet. While it’s great to see Muay Thai get attention, I’m worried traditional aspects might get diluted with commercialization.
I’m skeptical. Singha’s done well with F1 and the EPL, but will ONE’s audience really care about a beer brand?
Honestly, Olivia, people might just pay more attention to their favorite fights than the sponsors.
But there’s massive potential for brand crossover with lifestyle products in Asia. Singha’s smart about that!
True, but what about locations where alcohol advertising is restricted?
This is great for Muay Thai athletes! They deserve more spotlight and international opportunities.
Definitely, but I’m not sure if ONE Championship can carry it off as well as UFC does with MMA.
They have their own flair, you know? It’s different, but it works.
While ONE is not as huge as UFC globally, it’s still monumental in parts of Asia. This partnership seems like a perfect match.
I’m all for this partnership if it means access to more fights for fans. Fingers crossed for good streaming deals!
Doesn’t anyone find this problematic? Isn’t sports supposed to promote health and fitness, not alcohol consumption?
Interesting point, Kai. But sports events have always involved alcohol sponsorships. It’s more about moderation.
As long as it’s not marketed irresponsibly, I don’t see an issue.
Singha stepping into a league with champions like Chelsea and the Ferrari team is bold! But can they maintain consistent value?
Consistency is key, but given their track record, they might just pull it off!
I feel this partnership will open doors for smaller martial arts disciplines. That’s a real win for diversity in sports.
Anyone else think this will boost tourism to Thailand? A big martial arts event could seriously drive interest.
As a Muay Thai practitioner, this is super exciting! The discipline deserves recognition and respect.