Tiger® Beer Becomes the Official Beer Partner of Manchester United
October 17 2024 - 1:00AM
Business Wire
- Exciting new partnership will see Tiger® Beer and Manchester
United deepen fan connections globally, with an initial focus on
Asia where Tiger® Beer is the leading premium beer
- New research commissioned by Tiger® Beer explores fan
experiences and how this partnership can elevate game day
experiences and connect fans worldwide, regardless of where they
cheer from
Tiger® Beer becomes the Official Beer Partner of Manchester
United, bringing together the iconic Asian Brewer and one of the
most popular and successful sports teams in the world, to enhance
experiences and deepen engagement with United fans globally.
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Manchester United has announced today
that Tiger Beer has become the Official Beer Partner of the club
(Photo: Business Wire)
The partnership launches at an exciting 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 Southeast
Asia’s #1 football team, Manchester United, have committed to
delivering exciting and innovative 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, expressed
his excitement: " 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."
The partnership is announced ahead of Manchester United’s
English Premier League match against Brentford FC where Tiger
Beer’s brand will be showcased for the first time in Old Trafford
on LED boards within the famous stadium.
Fans are invited to join the journey as Tiger Beer and
Manchester United come together to create unforgettable, legendary
experiences. Fans can follow @tigerbeer and @manchesterunited on
Instagram for exclusive events, promotions, and opportunities to
engage with their favourite club like never before.
About Tiger®:
Tiger® was born in 1932 on the streets of Singapore. Today,
Tiger® is the number one international premium beer from Asia and
is available in more than 60 markets across the globe. Defying the
odds to create the ultimate brew, a perfect balance between bold
and refreshing, Tiger® has been uncaging new ways to take
refreshment to the next level and make the impossible possible for
decades. Tiger® believes that there is a tiger inside each of us, a
version of ourselves that knows no limits to what is possible.
However, we often succumb to the status quo because, unlike a
tiger, we fear failure.
For more information, please visit www.tigerbeer.com
About Manchester United:
Manchester United (NYSE: MANU) is one of the most popular and
successful sports teams in the world, playing one of the most
popular spectator sports on Earth. Through our 146-year heritage we
have won 69 major trophies, enabling us to develop the world’s
leading sports brand and a global community of 1.1 billion fans and
followers. Our large, passionate community provides Manchester
United with a worldwide platform to generate significant revenue
from multiple sources, including sponsorship, merchandising,
product licensing, new media & mobile, broadcasting and match
day.
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version on businesswire.com: https://www.businesswire.com/news/home/20241016781111/en/
Michael Gibson michael.gibson@manutd.co.uk Head of Corporate
Communications Joey Brophy joseph.brophy@heineken.com Global Brand
PR
Manchester United (NYSE:MANU)
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