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SBD Global/October 11, 2012/Marketing and Sponsorship

Chelsea FC Agrees To Two-Year Deal With Grand Royal Whisky

Chelsea FC has signed a deal with a Myanmar-based whiskey brand to become the club's official whiskey, according to John Reynolds of MARKETING MAGAZINE. The club claims it to be "the first time an advertising deal has been agreed between Myanmar and a western brand." The agreement involves Myanmar-based Int'l Beverage Trading Company and its flagship Grand Royal Whisky brand. The deal is for two years, starting with the '13-14 season. As part of the contract, the club will visit the country in a preseason tour. It is also the first time Chelsea has signed an official whiskey partner. Sports agency Sports Revolution brokered the deal (MARKETINGMAGAZINE.co.uk, 10/11).
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