July 4 – Manchester City has unveiled Asahi Super Dry 0,0%, as the Club’s Official Training Kit Partner, featuring on the front of all training wear for the 2023/24 season.
The deal is an expansion of a partnership that began in 2022 and which see the Japanese beer brand as sponsor of theAsahi Super Dry Tunnel Club and with branding across the Etihad Stadium.
Campaigns have included a special shipment of Asahi Super Dry cans into Manchester by boat to launch the initialpartnership last year, to creating bespoke ‘Champions’ bottles to
celebrate the unique Treble-winning season.
The Official Training Kit launch, featured men’s and women’s first team players showcasing the training kit through a bespoke Augmented Reality (AR) filter.
Esteve Calzada, Chief Commercial Officer at City Football Group, said: “Manchester City looks to engage with leadingglobal brands within their respective industries and Asahi Super Dry are no different. Not only does Asahi Super Dry align with our values but also allows us to explore further expansion in key markets for the club.
No value was given for the sponsorship.
Grant McKenzie, Chief Marketing Officer, Asahi Europe & International, said: “Asahi Super Dry is delighted tostrengthen our partnership with Manchester City, by becoming the Club’s Official Training Kit Partner with ASD 0,0% the new non-alcoholic version of our iconic brand. We want to build on the incredible successes we have seen togetherboth on and off the pitch, and provide Manchester City fans with even more super experiences in the coming season.”
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