He is the lead singer of the band Carabao, and co-founder of the energy drink company now sponsoring the English Football League (EFL) cup. Better known as Add Carabao, he helped catalyse the band's massive following into consumers of high-caffeine drinks. With an eye on new markets, Carabao has ploughed cash into English football, hoping for a fast-track to global brand recognition. Thai money and English football have had a strong chemistry ever since billionaire ex-prime minister Thaksin Shinawatra bought Manchester City in 2007. A commercial link with English football guarantees swift "international exposure", says Pavida Pananond, an academic at Thammasat University's Business School in Bangkok.

Source: Bangkok Post February 20, 2018 04:41 UTC