Tsingtao revs up UK presence with British Superbikes sponsorship

It will be the third season in which Tsingtao will be entering a team into the BSB Championship, but the first time that the brand will be supporting an official factory team, distributor Halewood International said.

Tsingtao’s sponsorship of Italian motorbike manufacturer MV Agusta capitalises on the growing popularity of bike racing, with last year’s BSB coverage reaching 9.5 million UK consumers through British Eurosport, the company added.

Sponsorship for the 4.7% ABV beer will be backed by marketing activity that includes posters, billboards and adverts, while on-trade support will include PoS kits, promotions and competitions. Race hospitality is also available for Halewood customers across all brands.

Growing distribution​

The increased profile of British Superbikes has helped to grow the distribution of the Tsingtao brand throughout the on-trade, claimed James Wright, head of spirits and agency brands at Halewood International.

He said: “Tsingtao Racing creates a platform for the brand to engage with a global audience, and to attract new customers and consumers through increased brand awareness.

“The partnership with MV Agusta is a natural fit for Tsingtao, as it aligns two premium brands within their respective industries.

Wright added: “Tsingtao appeals strongly to a younger, more affluent audience, seeking to experiment with different world and premium beers. Tsingtao Racing continues to play a critical role in the brand’s marketing strategy in targeting this demographic.”

Tsingtao is the second biggest beer brand in the world by volume.