Roger Hampel
Photo Credit: Manchester United
Tiger Beer has announced an exciting partnership with Manchester United, marking the start of a collaboration that aims to unite one of the most iconic Asian beer brands with one of the world’s most celebrated football teams. As the Official Beer Partner of Manchester United, Tiger Beer will engage fans across Asia and beyond, introducing innovative fan experiences that align with the brand's expansion and evolution.
A Strategic Partnership Focused on Engagement
Tiger Beer’s partnership with Manchester United comes at a pivotal time in the brand’s journey, reflecting its bold approach to connecting with consumers who are passionate about football. Initially, the collaboration will focus on Asia, where Manchester United has a significant fan following, and Tiger Beer holds a prominent position as the region’s leading premium beer brand. This relationship offers a powerful platform for both brands to activate and strengthen their fanbase.
In anticipation of the partnership, Tiger Beer surveyed 2,000 football fans in Asia. The results showed that 70% of respondents see fan engagement as essential to feeling connected with their favorite club, while 95% believe that football fosters community bonds. By using these insights, Tiger Beer and Manchester United will deliver unique and memorable experiences, bringing the energy and excitement of Old Trafford to fans in Asia.
Exciting Fan Experiences Planned
Tiger Beer and Manchester United have announced a series of fan engagement activities designed to deepen the connection between the club and its supporters. Highlights of the planned activities include:
Co-Branded Watch Parties: Fans can experience live Manchester United matches with fellow supporters, celebrating their love for the game in an authentic, communal environment.
Exclusive Prizes: The partnership will give fans the chance to win trips to Manchester, where they’ll enjoy matchday at Old Trafford and immerse themselves in the full Manchester United experience.
Street Football Events: In a first for the region, Tiger Beer will host a series of street football events in Asia, featuring training and mentorship sessions with Manchester United coaches and club legends. This initiative aims to inspire local football talent and bring a touch of Old Trafford to Asia’s streets.
Leaders Share Their Excitement
Sean O'Donnell, Global Brand Director of Tiger Beer, expressed his enthusiasm for the partnership: “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 fit for Tiger - a sport that brings people together and celebrates the energy that defines our brand. Together, we aim to unlock the potential for great things by roaring alongside our community.”
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. Leveraging the reach of Tiger Beer, we are excited to create unique and unforgettable experiences for our fans around the world, especially those in Asia who are such an integral part of the Manchester United community.”
A Shared Vision for the Future
This partnership underscores the shared values between Tiger Beer and Manchester United—both are committed to fostering community, celebrating shared passions, and encouraging progress through collaboration. As Tiger Beer continues its brand evolution, this relationship with Manchester United allows it to engage a passionate and diverse fanbase, bringing the electrifying atmosphere of matchday to fans globally.
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