Sauber Motorsport and Singha continue history together
Sauber Motorsport and Singha Corporation will add another chapter to their history together as the two brands announce an extension of their partnership for the 2021 season – the third year of this relationship.
Singha Corporation is a subsidiary of Boon Rawd Brewery, the first brewery to be established in Thailand: the company has produced Singha, the original Thai beer, since its beginnings in 1933; the clear, crisp-tasting brew and its trademark mystical golden lion logo becoming synonymous with Thailand itself. Alongside its flagship product, Singha Corporation also produces other major beer brands and a range of sodas and mineral waters, catering for all tastes.
Singha Corporation has a long history in motorsport, both in Thailand and internationally, and has been part of the Sauber Motorsport family since 2019, leveraging its partnership with the team and its drivers, Kimi Räikkönen and Antonio Giovinazzi, to bring to light an ambitious activation programme.
The Singha Corporation logos will once again be prominent on the team’s C41 and on the drivers’ suits throughout the 2021 season.
Voravud Bhirombhakdi, Senior Executive Vice President, Boon Rawd Brewery: “It is wonderful to continue our close relationship with Sauber Motorsport. Having been involved in Formula One since 2010, we can truly say we have found our home with Alfa Romeo Racing ORLEN: just like our company, which originates from a family business, Sauber very much feels like a big family and we are proud to be part of it.”
Frédéric Vasseur, Team Principal Alfa Romeo Racing ORLEN and CEO Sauber Motorsport AG: “In the fast-changing world of Formula One, it’s a very good sign to see a partnership of this kind stretch into its third year. Singha Corporation has been a true friend of our team since their arrival and we’re committed to honouring this partnership in the best possible way: fighting for positive results on track and giving 100% to develop our activation off it.”
Yan Lefort, Commercial Director, Sauber Motorsport: “We are delighted to welcome Singha Corporation as a partner once again. From the start of our relationship, three years ago, this felt more like a family relationship than a business partnership: two groups of people, sharing values, objectives and principles, coming together for a common target. We are looking forward to developing an exciting activation plan with them and reaching out to our fans with it.”