Manchester City has announced Asahi ‘Super Dry 0,0%’ as the club’s new training kit sponsor for the 2023-24 season.
By becoming City’s official training kit partner, replacing OKX, which has been named as the club’s kit sleeve sponsor, this builds on the pre-existing relationship between the two parties which began in 2022.
Asahi Super Dry will also continue to be showcased across the Etihad Stadium and Campus, appearing in the Asahi Super Dry Tunnel Club and integrated into cutting-edge tech for fans’ convenience.
Esteve Calzada, Chief Commercial Officer at City Football Group, said: “We’re delighted to announce this extension to our partnership with Asahi Super Dry today.
“Manchester City looks to engage with leading global brands within their respective industries and Asahi Super Dry are no different. Not only does Asahi Super Dry align with our values but also allows us to explore further expansion in key markets for the club.
“This partnership has been incredibly successful so far and Asahi Super Dry was an integral part of celebrations last season – whether in Manchester, Istanbul or elsewhere – we look forward to developing further exciting opportunities throughout this new agreement.”
City and Asahi Super Dry have also collaborated on successful campaigns and experiences during the partnership – from delivering a special shipment of Asahi Super Dry cans into Manchester by boat to launch the initial partnership last year, to creating bespoke ‘Champions’ bottles to celebrate the Treble-winning season the club achieved last year.
Asahi Super Dry and City have also released a creative campaign featuring men’s and women’s first team players showcasing the training kit through a bespoke Augmented Reality (AR) filter.
The social-first campaign was shot in a ‘behind the scenes’ style and highlights the importance of training for the players.
“Asahi Super Dry is delighted to strengthen our partnership with Manchester City, by becoming the Club’s Official Training Kit Partner with ASD 0,0% the new non-alcoholic version of our iconic brand,” added Grant McKenzie, Chief Marketing Officer, Asahi Europe & International.
“We want to build on the incredible successes we have seen together both on and off the pitch, and provide Manchester City fans with even more super experiences in the coming season.”
