Asahi reveals global deal with Man City owners

By Nikkie Thatcher

- Last updated on GMT

Joining forces: 'Delivering a premium football experience is the key to this partnership,' Asahi's Richard Ingram says
Joining forces: 'Delivering a premium football experience is the key to this partnership,' Asahi's Richard Ingram says

Related tags Beer Sport Asahi Branding + marketing

Asahi Super Dry is the new global partner of City Football Group, owner of clubs including Manchester City.

The beer will be served at more than 70 bars at the Etihad stadium and the hospitality facility at the venue will be known as the Asahi Super Dry Tunnel Club.

Other clubs within City Football Group include A-League Champions Melbourne City and Japan’s Yokohama F. Marinos as well as China’s Sichuan Jiuniu, which will serve the beer.

Ahead of Manchester City’s first home match of the season, Shaun Goater and Shaun Wright-Phillips skippered ‘The Pride of Manchester City’ with a shipment of Asahi Super Dry down the Manchester Ship Canal.

Multiyear deal

Asahi Europe & International global brands director Richard Ingram told The Morning Advertiser​: “In the first weekend, we are going to work with a number of on-trade outlets.

“[This will be] encouraging people via a QR code to try out the brand so they get the opportunity to celebrate as a city.

“[They can also] win both upgrades to their tickets and win hospitality, can’t buy experiences. As part of the partnership, we have things like having dinner in the changing rooms, be down at pitch side, use our Tunnel Club.”

The multiyear deal aims to put City fans at its heart through giveaways and competitions, beginning on Saturday 13 August at Manchester City’s opening home game of the new season against AFC Bournemouth.

Ingram added: “The official part of the partnership started at the beginning of July and we’ve been working on coming together for about a year but these things take time.

“It’s multiyear, multimillion pound investment and it’s probably the biggest thing we’ve done as a brand to really catapult this brand into the ether with global fans around the world.”

Significant investment

Asahi Super Dry said it had already made a significant investment in premiumising the fan experience at Etihad and stadia around the world.

 “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,” Ingram added.

“We’ve investing 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.”

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