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 Aed Carabao (pronounced "At"), 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. The company has spent 30 million pounds ($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. A commercial link with English football guarantees swift "international exposure", says Pavida Pananond, an academic at Thammasat University's Business School in Bangkok.

Source: The Nation Bangkok February 20, 2018 03:33 UTC