ROCKER TURNED DRINKS MOGUL CHARGING UP ENGLISH FOOTBALL
Bangkok: On Sunday evening an ageing Thai rock star with hooped earrings, signature bandana and a wispy moustache will be at the home of English football to present the Carabao Cup to either Arsenal or Manchester City.
His prominence will baffle many football fans, not to mention some of the players celebrating the first silverware of the season at London’s Wembley Stadium.
But in Thailand, the 63- yearold Yuenyong Opakul is a legend. He is the lead singer of the band Carabao, and cofounder of the energy drink company now sponsoring the English Football League cup. Better known as Aed Carabao ( pronounced “At”), he helped catalyse the band’s massive following into consumers of high- caffeine drinks.
Its giddying ascent since 2002 now sees Carabao outsell Red Bull in Thailand, where hundreds of millions of dollars’ worth of the sugary beverages are slurped down each year. With an eye on new markets, Carabao has ploughed cash into English football, hoping for a fast- track to global brand recognition.
The company has spent £ 30 million ($ 42 million) to sponsor Chelsea’s training kit, a further 18 million pounds on a three- year EFL cup contract as well as paying to have its name emblazoned on Reading FC’s strip.
It’s been a “very successful” investment so far, says Aed.
“English people are very focused on football. They didn’t know us before but people are talking about the brand now,” he says sitting in his large garden in a Bangkok suburb. Thai money and English football have had a strong chemistry ever since billionaire ex- prime minister Thaksin Shinawatra bought Manchester City in 2007.