Chelsea Secures Asian Whiskey Partnership

Chelsea has signed an agreement with the International Beverage Trading Company Ltd. which will see the company’s Grand Royal Whisky brand become the ‘official whiskey’ of the European champions for the next two years.

The deal allows Grand Royal Whisky to ‘co-brand its own merchandise’ in its home territory of Myanmar, according to a statement from the Sports Revolution agency, which brokered the deal.

The Sports Revolution statement added that Chelsea would help to activate the partnership when it visits the country as part of its 2013/14 pre-season tour.

Antony Marcou, managing director of Sports Revolution, said: ‘We are delighted to have been instrumental in brokering such a ground-breaking opportunity within this fledgling marketplace.’

‘Grand Royal Whisky is a long-standing supporter of local football, and is now able to exploit the popularity of the English Premier League in Asia and increase its own exposure directly to these local markets.’