Roger Hampel
Photo Credit: Tottenham Hotspur
Tottenham Hotspur has announced Tiger® Beer as its Official International Beer Partner, strengthening the Club's engagement with its Asian fanbase through exclusive experiences.
On December 17, 2024, Tottenham Hotspur revealed its latest strategic partnership with Tiger® Beer, one of Asia’s most iconic beer brands. This collaboration highlights the Club’s ambition to connect with its growing supporter base across Asia through innovative activations, team training access, and unique coaching opportunities.
About the Partnership
Founded in Singapore in 1932, Tiger® Beer is recognized as Asia’s number one international premium beer and is available in over 60 markets worldwide. This partnership will provide Tottenham Hotspur fans across Asia with:
• Exclusive access to watch the team train, offering behind-the-scenes insights.
• Interactive activations designed to engage local fan communities.
• Coaching and training experiences to inspire the next generation of footballers.
Statements from Leadership
Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, stated:
“It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.”
Sean O’Donnell, Global Brand Director of Tiger® Beer, added:
“At Tiger® Beer, we believe that individual courage is rooted in collective support. Together, we celebrate teams and the collective spirit that fuels progress, reminding everyone that we can achieve incredible individual feats when we support one another.”
Engaging Fans in Asia
This partnership aligns Tottenham Hotspur with a brand that shares its core values of community, connection, and excellence. For Tiger® Beer, collaborating with a globally recognized football club like Spurs will amplify its reach while fostering deeper relationships with its loyal consumers.
The Asian market remains a significant growth area for top European clubs. With millions of passionate fans across the continent, partnerships like this allow Tottenham Hotspur to:
• Strengthen brand visibility in key Asian regions.
• Deliver memorable fan experiences that reinforce loyalty.
• Drive community engagement through football-driven initiatives.
For Tiger® Beer, this collaboration enhances its image as a brand synonymous with celebration, courage, and teamwork.
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