Tiger® Beer Becomes the Official Beer Partner of Manchester United

Rhea-AI Summary

Tiger® Beer has become the Official Beer Partner of Manchester United, uniting the iconic Asian brewer with one of the world's most popular sports teams. The partnership aims to enhance fan experiences and deepen engagement globally, with an initial focus on Asia where Tiger® Beer is the leading premium beer.

A survey conducted by Tiger Beer revealed that 70% of supporters view fan engagement activities as essential for deepening their connection with their chosen club. The partnership will deliver exciting experiences including co-branded watch parties, opportunities to win trips to Old Trafford, and a first-of-its-kind street football event in Asia with training from Manchester United coaches and legends.

The partnership launches at a pivotal moment in Tiger® Beer's brand evolution and will be showcased for the first time at Old Trafford during Manchester United's match against Brentford FC.

Positive

• Partnership with a globally popular football club enhances brand visibility
• Initial focus on Asia aligns with Tiger Beer's market strength
• Planned fan engagement activities could drive customer loyalty and sales
• Opportunity to leverage Manchester United's large supporter base for marketing

Negative

• None.

Insights

Marketing Analyst

This partnership between Tiger Beer and Manchester United represents a significant marketing move, but its direct financial impact on Manchester United (MANU) is likely in the short term. While it may boost brand visibility and fan engagement, especially in Asia, it's unlikely to materially affect MANU's stock price or financial performance immediately.

The focus on Asia, where Tiger Beer is a leading premium brand, aligns well with Manchester United's global fan base strategy. This could potentially lead to increased merchandise sales and fan engagement in the region. However, the true value of such partnerships often materializes over time through enhanced brand equity and potential future revenue streams.

Investors should note that while such partnerships can be beneficial, they typically don't significantly impact a club's bottom line compared to major revenue drivers like broadcasting rights, matchday income and player transfers. The 70% of fans viewing engagement activities as essential and 95% believing in football's unifying power suggest potential for deepening fan loyalty, which could indirectly support long-term value creation for MANU shareholders.

• Exciting new partnership will see Tiger® Beer and Manchester United deepen fan connections globally, with an initial focus on Asia where Tiger® Beer is the leading premium beer
• New research commissioned by Tiger® Beer explores fan experiences and how this partnership can elevate game day experiences and connect fans worldwide, regardless of where they cheer from

MANCHESTER, England--(BUSINESS WIRE)-- Tiger® Beer becomes the Official Beer Partner of Manchester United, bringing together the iconic Asian Brewer and one of the most popular and successful sports teams in the world, to enhance experiences and deepen engagement with United fans globally.

Manchester United has announced today that Tiger Beer has become the Official Beer Partner of the club (Photo: Business Wire)

The partnership launches at an exciting moment in Tiger® Beer's bold brand evolution, heralding a new era for the company and its football-loving consumers. In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership.

Ahead of the launch, Tiger Beer conducted a survey with 2,000 football fans in Asia and results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club and 95% expressed that football has the capability to unite and build long-lasting community bonds.

Harnessing the insight from the survey, Tiger Beer and Southeast Asia’s #1 football team, Manchester United, have committed to delivering exciting and innovative experiences to deepen the connection between the fans and the club. These events include co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region - providing local talent with training and mentorship advice from Manchester United coaches and club legends.

Sean O'Donnell, Global Brand Director of Tiger® Beer, expressed his excitement: " 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®—it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand. We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things. This partnership reflects our shared belief that progress is driven by collective strength and courage. As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of matchday at Old Trafford to fans across the globe."

Florence Lafaye, Commercial Director at Manchester United, added: “Tiger® Beer's dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase 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."

The partnership is announced ahead of Manchester United’s English Premier League match against Brentford FC where Tiger Beer’s brand will be showcased for the first time in Old Trafford on LED boards within the famous stadium.

Fans are invited to join the journey as Tiger Beer and Manchester United come together to create unforgettable, legendary experiences. Fans can follow @tigerbeer and @manchesterunited on Instagram for exclusive events, promotions, and opportunities to engage with their favourite club like never before.

About Tiger®:

Tiger® was born in 1932 on the streets of Singapore. Today, Tiger® is the number one international premium beer from Asia and is available in more than 60 markets across the globe. Defying the odds to create the ultimate brew, a perfect balance between bold and refreshing, Tiger® has been uncaging new ways to take refreshment to the next level and make the impossible possible for decades. Tiger® believes that there is a tiger inside each of us, a version of ourselves that knows no limits to what is possible. However, we often succumb to the status quo because, unlike a tiger, we fear failure.

For more information, please visit www.tigerbeer.com

About Manchester United:

Manchester United (NYSE: MANU) is one of the most popular and successful sports teams in the world, playing one of the most popular spectator sports on Earth. Through our 146-year heritage we have won 69 major trophies, enabling us to develop the world’s leading sports brand and a global community of 1.1 billion fans and followers. Our large, passionate community provides Manchester United with a worldwide platform to generate significant revenue from multiple sources, including sponsorship, merchandising, product licensing, new media & mobile, broadcasting and match day.

View source version on businesswire.com: https://www.businesswire.com/news/home/20241016781111/en/

Michael Gibson

michael.gibson@manutd.co.uk

Head of Corporate Communications



Joey Brophy

joseph.brophy@heineken.com

Global Brand PR

Source: Manchester United

FAQ

What is the new partnership between Tiger Beer and Manchester United (MANU)?

Tiger Beer has become the Official Beer Partner of Manchester United, aiming to enhance fan experiences and deepen engagement globally, with an initial focus on Asia.

What fan engagement activities are planned for the Tiger Beer and Manchester United (MANU) partnership?

The partnership plans to offer co-branded watch parties, opportunities to win trips to Old Trafford, and a street football event in Asia with training from Manchester United coaches and legends.

When will Tiger Beer's brand be showcased at Old Trafford for Manchester United (MANU)?

Tiger Beer's brand will be showcased for the first time at Old Trafford during Manchester United's English Premier League match against Brentford FC.

What did Tiger Beer's survey reveal about football fans in Asia regarding Manchester United (MANU)?

The survey revealed that 70% of supporters view fan engagement activities as essential for deepening their connection with their chosen club, and 95% believe football can unite and build long-lasting community bonds.