Singapore’s Tiger Beer partners English Premier League giants Manchester United
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Singapore brewer Tiger Beer will look to tap on Manchester United's large following in Asia, having penned a sponsorship deal with the club on Oct 17.
PHOTO: TIGER BEER
SINGAPORE – Singapore football fans will have more to cheer about, as local brewer Tiger Beer and 20-time English league champions Manchester United inked a partnership on Oct 17 that will create “unique and unforgettable experiences for our fans all around the world”.
The sponsorship deal will see Tiger Beer become the official beer partner of the Red Devils, who have a massive following worldwide and particularly in Asia, with a reported 325 million fans in the Asia-Pacific region.
Sean O’Donnell, global brand director of Tiger Beer, said: “We are thrilled to announce our partnership with Manchester United, a club that shares our passion for creating unforgettable moments and connecting fans worldwide.
“Football has always been a natural association for Tiger, this partnership reflects our shared belief that progress is driven by collective strength and courage.”
United’s commercial director Florence Lafaye added: “Tiger Beer’s dedication to connecting fans globally aligns perfectly with our goal to bring our fan base closer to the club than ever before.
“Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community.”
Fans will get the opportunity to be a part of Tiger Beer and United’s exclusive events and promotions by following their respective social media pages.
These events include co-branded football watch parties and opportunities to win prizes to travel to Manchester to experience a match day at Old Trafford.
A street football event in Asia is also in the works to provide local talent with training and mentorship advice from United coaches and club legends.
Launched in Singapore in 1932, Tiger Beer is currently produced by Heineken Asia Pacific, which was previously known as Asia Pacific Breweries Singapore. The brand has been a major sponsor of football in the region and was previously associated with the Tiger Cup from 1996 to 2005. The tournament is now known as the Asean Mitsubishi Electric Cup.
O’Donnell added: “We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things.
“As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of match day at Old Trafford to fans across the globe.”
The partnership was announced ahead of United’s Premier League clash against Brentford at Old Trafford on Oct 19, when the Tiger Beer branding will be seen for the first time on LED boards in the stadium.
Erik ten Hag’s team are in 14th place with eight points – with two wins, two draws and three losses from seven games – while the Bees are 11th on 10 points (3-1-3).
