Singapore’s Tiger Beer becomes official beer partner of the club in a USD5 million deal
English Premier League football team, Manchester United, has signed a sponsorship deal with Heineken Asia Pacific, for its Singaporean Tiger Beer brand, appointing the brew as the club’s official beer partner in an agreement reportedly costing the brewer about GBP4 million (USD5 million) annually.
In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, said the brewer in a statement. The decisions follows on from Tiger Beer conducting a survey with 2,000 football fans in Asia where results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club. 95% also expressed that football has the capability to unite and build long-lasting community bonds.
Under the agreement, Manchester United and Tiger Beer will collaborate on initiatives to boost exposure across Asia. Plans include launching a street football programme featuring United coaches training local talent; the hosting of co-branded watch parties and offering giveaways to fans to visit Old Trafford on matchdays.
Tiger Beer, established in 1932 and now produced by Heineken Asia Pacific, has a longstanding history of sponsoring football in the region. The brand was previously associated with the Tiger Cup, a Southeast Asian tournament now known as the ASEAN Football Federation Mitsubishi Electric Cup.
The move also hopes to address a decline in the football club’s popularity in Asia in recent years, by leveraging Tiger’s strong regional presence. Manchester United’s brand profile in Asia, has weakened due to inconsistent performances and a focus on developing other markets, and the deal signals a renewed effort to re-engage with Asian fans when rival teams such as Tottenham Hotspur have gained ground through having high profile Asian players such as Son Heung-min.
For Tiger Beer, the deal reflects the brewer’s commitment to expanding its global footprint by associating it with internationally recognized brands.
