In a groundbreaking partnership, Tiger Beer, the iconic Asian brewer, has joined forces with Manchester United, one of the world’s most celebrated football clubs. This collaboration aims to enhance the fan experience and foster deeper engagement with United supporters worldwide.
The partnership marks a significant milestone in Tiger Beer’s brand evolution, ushering in a new era for the company and its passionate football-loving consumers. Initially, the focus will be on connecting with the vast Manchester United fanbase in Asia, where Tiger is the leading premium beer.
To better understand fan expectations, Tiger Beer conducted a survey among 2,000 football fans in Asia. The results revealed that a substantial majority (70%) of supporters value fan engagement activities as crucial for strengthening their connection to their chosen club. Moreover, 95% expressed their belief in football’s power to unite and build enduring community bonds.
Leveraging these insights, Tiger Beer and Manchester United have committed to delivering innovative and exciting experiences that deepen the connection between fans and the club. These initiatives include co-branded watch parties, opportunities to win prizes for a matchday experience at Old Trafford, and a unique street football event in the Asia region. The street football event will provide local talent with training and mentorship from Manchester United coaches and legends.
Sean O’Donnell, Global Brand Director of Tiger Beer, expressed his enthusiasm: “We are thrilled to partner 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 Beer, as it’s a sport that ignites passion, brings people together, and embodies the same energy that drives our brand. This partnership reflects our shared belief in the power of collective strength and courage to drive progress. As we unveil an exciting new chapter for Tiger in the coming 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 was officially announced ahead of Manchester United’s English Premier League match against Brentford FC, where Tiger Beer’s brand made its debut at Old Trafford on the stadium’s LED boards.
Fans are invited to join the journey as Tiger Beer and Manchester United come together to create legendary experiences. Follow @tigerbeer and @manchesterunited on Instagram for exclusive events, promotions, and opportunities to engage with your favorite club like never before.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger Beer advocates responsible consumption, and we urge you to #DrinkResponsibly