August 5 – Japanese beer brand Asahi Super Dry has become a Global Partner of City Football Group in a multi-year deal.
Asahi Super Dry becomes the new Official Beer Partner of four City Football Group clubs – Manchester City, Melbourne City, Yokohama F. Marinos, and Sichuan Juiniu – all of which will serve Asahi Super Dry from the beginning of theirrespective seasons.
The deal was launched by Manchester City legends Shaun Wright-Phillips and Shaun Goater delivering delivering a special shipment of the beer via the iconic Manchester Ship Canal.
Esteve Calzada, chief commercial officer at City Football Group, said: “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 expertisewill
allow us to further increase our presence in these regions, working with four of our CFG clubs.”
Asahi Super Dry beer will be on sale in the concourses of the Etihad Stadium while the pemium hospitality facility in the stadium will be known as the Asahi Super Dry Tunnel Club.
Australian A-League Champions Melbourne City as well as Japan’s Yokohama F. Marinos, will now serve Asahi SuperDry from the beginning of their respective seasons and China’s Sichuan Jiuniu from 2023.
No value was given for the deal that will include stadium branding across all stadia and visibility on LED boards.
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 investedsignificantly into the infrastructure at Etihad Stadium and stadia around the world to elevate the fan experience,immersing them into modern Japan. “
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