Asahi Super Dry becomes official beer partner of Manchester City

Japan’s number one beer, Asahi Super Dry, is the new official beer partner of Manchester City.

The premium Japanese beer brand has entered into a global partnership with City Football Group, which also partners with Melbourne City, Yokohama F. Marinos and Sichuan Juiniu, and they, along with City, will serve Asahi Super Dry from the start of their respective seasons.

To celebrate the launch of the multi-year deal, Asahi Super Dry sailed into Manchester while City legends Shaun Wright-Phillips and Shaun Goater delivered the beer to the home of the Premier League champions.

Referring to the symbolic ship on the Club crest, ‘The Pride of Manchester City’ was created for the launch of the partnership and traveled down the Manchester Ship Canal with a special cargo of Asahi Super Dry.

The deal will put City fans at the heart of the partnership through a series of giveaways and competitions, starting with the opening game of the 2022/23 season against Bournemouth on Saturday 13th August.

“Man City fans have supported this great football club from the third tier to the Premier League champions who play the best football in the world,” said Shaun Wright-Phillips.

“They deserve the best beer to enjoy on match day and Asahi Super Dry offers them that. Sailing up the historic Manchester Ship Canal has been a real thrill and I hope City fans enjoy a responsible drink on Saturday as we kick off another exciting season – Kanpai [cheers] for those who like!”

As part of bringing a uniquely Japanese super-dry flavor to City Football Group, City fans will benefit from Asahi Super Dry beer through the advanced technology installed around the Etihad Stadium halls.

The world’s leading hospitality venue in the Etihad will now also be known as the Asahi Super Dry Tunnel Club.

Other clubs within City Football Group, including A-League Champions Melbourne City and Japan’s Yokohama F. Marinos, will now serve Asahi Super Dry from the start of their respective seasons and China’s Sichuan Jiuniu from 2023.

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 put fans at the heart of this partnership.

“We have invested significantly in the infrastructure of the Etihad Stadium and stadiums around the world to enhance the fans’ experience and immerse them in modern Japan.

“Delivering a first-class football experience is key to this partnership – we intend to go further than expected in every match.

“By partnering with one of the most progressive football groups in the world, we are perfectly aligned in vision and values, making this an extremely exciting partnership for both brands.”

Esteve Calzada, Chief Commercial Officer at City Football Group, added: “We are delighted to announce today’s partnership with Asahi Super Dry.

“Continuous innovation and improving the fan experience are important values ​​we hold at our clubs at City Football Group and it’s great that Asahi Super Dry shares these principles and joins us on our journey.

“Our organizations are naturally aligned with a number of key markets and Asahi Super Dry’s knowledge and expertise will enable us to further increase our presence in these regions by partnering with four of our CFG clubs.

“We look forward to working together in the future as the collaboration progresses.”

Leave a Comment