Tiger Beer Backs Manchester United In Latest Deal

Singapore’s oldest beer brand Tiger Beer has recently clinched a partnership with Premier League club Manchester United.?

Under the deal, Tiger Beer has become the official beer partner of Man Utd in select markets—mostly Asia centric— gaining exclusive branding rights associated with the storied football club. The partnership aims to ramp up fan experiences by launching joint marketing campaigns, activations, and unique opportunities for fans to interact with the club’s players and legends.??

These would include co-branded watch parties,?opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region – providing local talent with training and mentorship advice from Manchester United coaches and club legends.

The collaboration comes at a time where Tiger Beer is refreshing its brand image, and engaging its loyal consumers—the majority of which are football fans?

Following the collaboration, Sean O’Donnell, Global Brand Director of Tiger Beer,?enthused,?“We are thrilled to announce our partnership with Manchester United, a club that shares our 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.”

“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.”

Florence Lafaye, Commercial Director at Manchester United,?added,?“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.”

According to ASN data, Tiger Beer has invested US$5.6m— giving it a 2.3% share— in the Asian sponsorship market since Q122, with a quarterly average spend of almost US$527k during this period. The forecast for Q424 is tipped to hit US$701k, about 33% higher than the quarterly average spend.??In terms of sponsorship platforms, it has a mixture of backing venues (the likes of Singapore’s Sports Hub and Indoor Stadium), events and celebrity endorsements.

?As for Manchester United,??the partnership with Tiger Beer comes after a similar deal with Malaysia Airlines earlier in March, and it is no surprise the underachieving football club still holds much clout in the world, particularly Asia.

NOBODY COVERS ASIA LIKE ASIASPONSORSHIPNEWS.COM

Asia Sponsorship News (ASN) is the leading market intelligence service for the sponsorship industry in Asia, which distributes independent news, analytics and insights on a subscription basis, with a bespoke consultancy and training service.

Please contact us for more information: Tel: +66 2622 0605 - 7 Email: [email protected]

This article was first published in ASN's October 2024 no. 3 newswire.