The Premier League unit, Manchester City, has announced the leading Japanese beer brand, Asahi Super Dry as the official beer partner in a multi-year deal.
Asahi Super Dry has inked a collaboration with the City Football Group. Along with Manchester City, the Japanese brand has teamed up with Melbourne City, Sichuan Juiniu and Yokohama F. Marinos. The association will kick off with the commencement of their respective seasons.
By keeping the fans of the club at the centre of the collaboration, the two parties involved will contest several competitions and giveaways. The initiatives will commence from the team’s first home game this season against AFC Bournemouth on Saturday, August 13.
The club’s fans will have access to the Asahi Super Dry beer across the Etihad Stadium concourses through the cutting-edge technology installed. Following this association, the hospitality facility at the Etihad has been renamed Asahi Super Dry Tunnel Club.
All the City Football Group teams included in the partnership will serve the Japanese beer brand from the commencement of their respective seasons.
Speaking on the global collaboration, Richard Ingram, Global Brands Director at Asahi Europe & International said, “This is a global partnership like no other – together Asahi Super Dry and City Football Group will place the fans right at the heart of this partnership.
“We’ve invested significantly into the infrastructure at Etihad Stadium and stadia around the world to elevate the fan experience, immersing them into modern Japan.
“Delivering a premium football experience is the key to this partnership – we plan to go beyond the expected at every game.
“Partnering with one of the most progressive football groups worldwide, we are perfectly matched in vision and values, making this an extremely exciting partnership for both brands.”
Esteve Calzada, Chief Commercial Officer at City Football Group, added, “We’re delighted to be able to announce today’s partnership with Asahi Super Dry.
“Continuous innovation and improving fan experience are important values that we hold across our clubs at City Football Group and its fantastic that Asahi Super Dry share these principles and are joining us on our journey.
“Our organisations naturally align across a number of key markets and Asahi Super Dry’s knowledge and expertise will allow us to further increase our presence in these regions, working with four of our CFG clubs.
“We look forward to working together in the future as the partnership progresses.”
The defending Premier League champions have been performing well on the commercial pitch ahead of the new season of the English top flight. Apart from Asahi Super Dry, Acronis, Gatorade, OKX, and 8Xbet have signed deals with the iconic football club.