Singha extends ONE Championship partnership to boost Muay Thai’s global reach

Bangkok, Thailand – Singha has renewed its official partnership with ONE Championship for an additional two years, covering 2026 and 2027, in a move the company says will strengthen Muay Thai’s position on the international stage. The extended agreement will support ONE Lumpinee, which aims to become a globally recognized Muay Thai event broadcast to audiences in over 195 countries.

As part of the partnership, Singha has launched the “Singha ONE Hit The Ring” campaign, which features four Thai fighters—Superbon, Rodtang, Tawanchai, and Rambolek—hosting activities at 23 Muay Thai gyms nationwide. Eight winners from the campaign will travel to Japan to support Rodtang at ONE SAMURAI, with prizes totaling more than 1.5 million baht.

Voravud Bhirombhakdi, first senior executive vice president of Boon Rawd Brewery and co-CEO of Boon Rawd Trading, described the extension as more than a standard sponsorship deal.

“This partnership represents our commitment to pushing Muay Thai toward becoming a true global sport. Today, ONE Lumpinee is no longer just a boxing event in Thailand—it has become an international stage followed by fans across the world and broadcast to more than 195 countries. This creates an important opportunity to showcase both Muay Thai and the Singha brand to global audiences,” he said.

Bhirombhakdi added that Singha remains focused on creating opportunities for Thai athletes across generations to compete internationally, noting the company’s involvement spans multiple sports, including motorsports and golf.