Pernod Ricard Thailand has signed a sponsorship deal for its 100 Pipers Scotch whisky brand in the country.

Pipers Scotch will sponsor the Bangkok 100 Rock Festival 2008 on 29 and 30 November in a deal worth THB50m (US$1.5m), in a bid to reinforce the brand's presence in South East Asia, the Pernod unit said today (21 November).

The event will take place at the Thai Army Sports Stadium in Bangkok and is expected to attract 30,000 visitors each day who will see performances by international acts from UK, US and Thailand.

This will be the second time the Scotch whisky brand has been involved with 100 Rock, following its sponsorship of the event in 2006.

"Our last link up with 100 Rock was a very effective alliance for us, so we are delighted to be on board again this year," said Jeffrey Kimble, director of marketing and development at Pernod Ricard Thailand. "Many of our consumers are passionate about this genre of music, and so the sponsorship serves as the perfect platform for engaging with them on an immense scale.''

Bands headlining the festival include UK artists The Manic Street Preachers and Ash, Hoobastank and Melee from the US and around 50 bands from South East Asia including Modern Dog and Silly Fools from Thailand.