Manchester United has announced that Tiger Beer will become the club’s official beer partner.
At the heart of this deal is the Premier League club’s desire to strengthen its connection with its Asian supporters, where Tiger is the number one premium beer among consumers.
Florence Lafaye, Commercial Director at Manchester United, commented: “Tiger Beer’s dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before.
“Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community.”
With the goal of expanding and strengthening its Asian fanbase in mind, Manchester United and Tiger Beer conducted a survey with 2,000 football fans on how fan engagement activities enhance their love for sporting organisations.
The survey found that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club, with 95% expressing that football can unite and build long-lasting community bonds.
In reaction to these responses, the pair have revealed a series of planned activations, including co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as providing talent in Asia with training and advice from Manchester United coaches and club legends.
Sean O’Donnell, Global Brand Director of Tiger Beer, stated that Manchester United is a club that shares Tiger’s “passion for creating unforgettable moments and connecting fans worldwide.”
“Football has always been a natural association for Tiger – it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand. We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things,” O’Donnell added.
“This partnership reflects our shared belief that progress is driven by collective strength and courage. As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of matchday at Old Trafford to fans across the globe.”
Over the past two seasons, the Premier League club has focused on the US – a key market for many European clubs – through sponsorship activations and preseason tours. However, this deal may be an indication that as part of the club’s new strategy, Asia will return as the front-runner in markets it wants to pursue.
In the German Bundesliga, clubs such as VfB Stuttgart and Borussia Mönchengladbach have recently entered Asia through deals with online casinos.
