Singapore – Singaporean beer Tiger Beer has been tapped as the official beer partner of football club Manchester United. This partnership brings together the iconic Asian brewer and one of the most popular sports teams in the world, to enhance experiences and deepen engagement with United fans globally.
The partnership launches at a significant moment in Tiger Beer’s bold brand evolution, heralding a new era for the company and its football-loving consumers.
In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership.
Ahead of the launch, Tiger Beer conducted a survey with 2,000 football fans in Asia and results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club and 95% expressed that football has the capability to unite and build long-lasting community bonds.
Harnessing the insight from the survey, Tiger Beer and Manchester United, have committed to delivering experiences to deepen the connection between the fans and the club.
These events 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.
Sean O’Donnell, global brand director of Tiger Beer, stated, “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.”
He 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.”
Meanwhile, 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.”
The partnership is announced ahead of United’s Premier League match against Brentford, where Tiger Beer’s brand will be showcased for the first time in Old Trafford on LED boards within the famous stadium.
