Asahi Super Dry, Japan’s leading beer brand, has announced a significant multi-year global partnership with English football giant, Arsenal FC.
This landmark agreement, commencing with the 2025-26 season, names Asahi Super Dry as the official beer partner of the Gunners, promising to elevate the matchday experience for fans worldwide.
Under the terms of the deal, Asahi UK will hold exclusive pouring rights for lager, ale, and cider at Arsenal’s iconic Emirates Stadium on both men’s and women’s matchdays. Supporters can look forward to enhanced matchday environments with revamped bars and prominent branding featuring not only Asahi Super Dry but also other popular brands from the Asahi portfolio, including Cornish Orchards and Meantime.
The collaboration extends beyond the stadium, with plans for engaging digital content campaigns featuring Arsenal legends. These initiatives aim to connect with the club’s expansive global fanbase and bring the partnership closer to “Gooners” around the world.
Speaking on the occasion, Juliet Slot, Arsenal’s Chief Commercial Officer, said, “We’re delighted to welcome Asahi as our new official beer partner – one of the world’s most recognised and popular beer brands. Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe. We’re proud to have brands like Asahi invest in our ambition and join us on our journey to win major trophies.”
Rob Hobart, Marketing Director for Asahi UK, added, “Partnering with a global powerhouse like Arsenal to bring our range of Super Premium Beers and Cider, to supporters in London and around the world, is truly exciting.
“We will bring Gooners a new range of our best products for matchdays, led by Asahi Super Dry, supporting us to grow our presence in London and the Southeast. This collaboration marks an exciting step in our journey as a brand, broadening our reach and building meaningful connections with football supporters.”
Asahi Super Dry is renowned globally as a pioneering Japanese lager, famous for introducing the “Super Dry” (Karakuchi) taste in 1987. This distinct profile is characterized by its crisp, clean, and refreshing taste with a quick, dry finish that leaves minimal aftertaste. Brewed with a unique yeast strain (No. 318), barley, hops, and rice, Asahi Super Dry is designed for high drinkability and versatility, making it an ideal pairing for a wide range of cuisines. Its iconic silver packaging further reinforces its modern and innovative brand identity.
Arsenal FC concluded the 2024-25 season as Premier League runners-up, marking their third consecutive second-place finish in the league. The club also made significant strides in the UEFA Champions League, reaching the semi-finals for the first time since 2009, demonstrating its continued pursuit of major domestic and European honours.
