Tiger Beer, the Singaporean beer brand owned by Heineken, has been announced as the official beer partner of beleaguered English soccer giants Manchester United.
The partnership will initially focus on “connecting with the large Manchester United supporter base in Asia."
This will entail fan experiences in the region, such as co-branded watch parties, opportunities to win prizes to travel to Manchester for a matchday at Old Trafford, and a street soccer event, which will aim to provide local talent with training and mentorship advice from Manchester United coaches and legends.
The deal has been announced ahead of Manchester United's October 19 Premier League match against Brentford, where Tiger Beer branding will be showcased for the first time at Old Trafford on LED boards.
Sean O'Donnell, global brand director for Tiger Beer, has 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.
“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."
In August, United extended their partnership with their official video game partner, Japanese video game developer Konami.
The continuation of the partnership that began in 2019 entails Konami retaining multiple commercial rights, including player access, media opportunities, and the use of official club branding, imagery, and recreation in the eFootball (formerly Pro Evolution Soccer) video game series.
Meanwhile, fellow Premier League team West Ham United have announced the extension of their partnership with cloud services and IT consultancy Skye Cloud, maintaining it as its official virtual private server partner.
As part of the deal, Skye aims to enhance the club’s IT infrastructure through its cloud and IT hosting solutions across multiple West Ham sites since joining as a club partner in 2020, including London Stadium, Rush Green Training Ground, and Chadwell Heath Training Ground.
For the 2024-25 season, Skye Cloud will retain its presence on the LED perimeter advertising at the London Stadium and across the club’s international channels.
