Tiger® Beer Becomes Official Beer Partner of Manchester United

Tiger® Beer has officially partnered with Manchester United, uniting the renowned Asian brewery with one of the world’s most beloved and successful sports teams to enhance experiences and strengthen connections with fans globally.

This partnership coincides with an exciting phase in Tiger® Beer’s bold rebranding efforts, marking a new chapter for the company and its football-loving audience.

Initially, the focus will be on engaging the extensive Manchester United fan base in Asia, where Tiger ranks as the leading premium beer among consumers, offering an exceptional platform for activating this partnership.

In preparation for the launch, Tiger Beer surveyed 2,000 football fans across Asia, revealing that 70% view fan engagement activities as crucial for strengthening their connection with their club, while 95% believe football has the power to unite communities and foster lasting bonds.

Drawing from these insights, Tiger Beer and Manchester United, the top football team in Southeast Asia, are dedicated to providing innovative and exciting experiences to enhance the connection between fans and the club.

Planned events include co-branded watch parties, opportunities to win trips to Manchester for matchday experiences at Old Trafford, and the introduction of a unique street football event in Asia that offers local talent training and mentorship from Manchester United coaches and club legends.

Sean O’Donnell, Global Brand Director of Tiger® Beer, expressed enthusiasm for the partnership, stating, “We are excited to partner with Manchester United, a club that shares our commitment to creating memorable moments and connecting with fans worldwide.”

He added, “Football has always been a natural fit for Tiger®—a sport that ignites passion, unites people, and reflects the same energy that fuels our brand. When we unleash our inner Tiger and come together, we can achieve remarkable things.”

Florence Lafaye, Commercial Director at Manchester United, commented on the alignment of both organizations’ goals: “Tiger® Beer’s commitment to connecting fans globally perfectly aligns with our mission to strengthen our fanbase’s connection to the club. We are eager to leverage Tiger Beer’s reach to create unique and unforgettable experiences for fans worldwide, particularly in Asia, who play a vital role in the Manchester United community.”

The partnership was announced ahead of Manchester United’s Premier League match against Brentford, where Tiger Beer will make its debut on LED boards at Old Trafford.

Fans are invited to join the journey as Tiger Beer and Manchester United collaborate to create legendary experiences.

Follow @tigerbeer and @manchesterunited on Instagram for exclusive events, promotions, and unprecedented opportunities to engage with their favourite club.

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