Tiger® Beer has become the official beer partner of Manchester United, combining the renowned Asian brewer with one of the world’s most popular and successful sports teams to enhance experiences and strengthen connections with United fans worldwide.
This partnership emerges during an exciting phase of Tiger® Beer’s brand evolution, signaling a new chapter for the company and its football-loving consumers. Initially, the focus will be on engaging with the large Manchester United supporter community in Asia, where Tiger is the leading premium beer, offering a unique platform to activate this collaboration.
Before the launch, Tiger Beer conducted a survey with 2,000 football fans across Asia, revealing that 70% consider fan engagement activities vital for deepening their connection to their club, while 95% believe football has the power to unite and foster enduring community ties.
Utilizing insights from this survey, Tiger Beer and Manchester United, Southeast Asia's top football team, are dedicated to providing exciting and innovative experiences to strengthen the bond between fans and the club. These initiatives will include co-branded watch parties, opportunities to win trips to Manchester for matchdays at Old Trafford, and the introduction of a unique street football event in the Asia region that offers local talent training and mentorship from Manchester United coaches and club legends.
Sean O'Donnell, Global Brand Director of Tiger® Beer, shared his enthusiasm: "We are excited to announce our partnership with Manchester United, a club that shares our passion for creating unforgettable experiences and connecting fans around the globe. Football has always been a natural fit for Tiger®—it's a sport that sparks passion, unites people, and embodies the same energy that fuels our brand. We believe that by unleashing our inner Tiger and roaring together with our community, we can achieve great things. This partnership embodies our shared belief that progress is fueled by collective strength and courage. As we prepare to unveil an exciting new chapter for Tiger in the coming weeks, we look forward to bringing the exhilarating atmosphere of matchday at Old Trafford to fans everywhere."
Florence Lafaye, Commercial Director at Manchester United, added: “Tiger® Beer’s commitment to connecting fans worldwide aligns perfectly with our objective of bringing our fanbase closer to the club than ever before. Together, with the strength and reach of Tiger Beer, we are eager to create unique and unforgettable experiences for our fans all over the world, especially those in Asia, who are such an essential part of the Manchester United community."
This partnership is announced just before Manchester United’s English Premier League match against Brentford FC, where Tiger Beer’s brand will be prominently displayed for the first time on LED boards within the iconic Old Trafford stadium.
Fans are encouraged to join the adventure as Tiger Beer and Manchester United unite to craft unforgettable, legendary experiences. They can follow @tigerbeer and @manchesterunited on Instagram for exclusive events, promotions, and unique opportunities to engage with their favorite club like never before.
Please note that Tiger Beer and all associated promotions and activities are strictly for non-Muslims aged 21 and over. Tiger Beer promotes responsible consumption and urges everyone to #DrinkResponsibly.
