Soft drinks/Big Cola

Editorial staff

AJE Thailand Co, producer and distributor of Big Cola, announces its official partnership with Manchester City Football Club, aiming to secure a top-three position in Thailand’s 62-billion-baht soft drink market within three years.

In a strategic move to reinforce its global positioning, the company will become an official regional partner of Manchester City Football Club in Thailand and Indonesia.

“This new sponsorship is a key milestone for AJE Group and Big Cola. We are thrilled to collaborate with a club that, like our brand, inspires people to set ambitious goals and strive for greatness. This partnership will strengthen our presence in Asia, a strategic region for our growth”, said Augusto Bauer, deputy CEO of AJE Group.

Through this sponsorship, AJE Group reinforces its commitment to sports, a strategic pillar that enhances its connection with new audiences worldwide.

“This partnership is a natural fit—Manchester City’s relentless pursuit of success mirrors Big Cola’s ambition to redefine the beverage industry in Thailand. By aligning with one of the world’s most iconic football clubs, we can inspire and connect with a younger, sports-oriented audience,” said Juan José López Vergara, managing director of AJE Thailand Co., Ltd.

The partnership grants the company the rights to use the club's logo, players, and other exclusive benefits for targeted marketing campaigns and events designed to engage the audience. Football holds the top spot in popularity among Thai sports fans, with the Premier League being the most favored global league in Thailand.

Chanin Thiencharoen, marketing manager of AJE Thailand, said that the company will allocate 100 million baht to build brand awareness of Big Cola. By leveraging Manchester City’s global recognition and loyal fanbase, Big Cola aim to create meaningful connections with Gen Y and Gen Z consumers, strengthening our position in the carbonated beverage market.

Big Cola’s comprehensive marketing strategy includes the introduction of new products, refreshed packaging, and expanded distribution through modern and traditional trade channels. A dedicated digital marketing team will produce engaging content, aligning with the evolving preferences of today’s consumers.

This growth initiative reflects AJE Group’s broader strategy of global expansion and product innovation. As the world’s fourth-largest beverage company, AJE Group operates in 33 countries, with Thailand serving as a key hub for its ASEAN operations.