Manchester United have announced an exciting new commercial partnership with Singapore-based brewery Tiger Beer, a move that further highlights the club’s intent to grow its influence across Asia. The deal, reportedly valued at £4 million annually, will see the iconic Tiger Beer brand prominently displayed at Old Trafford during Saturday’s Premier League match against Brentford.
The collaboration aims to build meaningful engagement with Manchester United’s global fanbase, particularly in Asia. Florence Lafaye, the club’s commercial director, expressed her excitement about the partnership:
“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 with Tiger Beer reflects United’s ongoing efforts to deepen ties in the Asian market, a region that has become increasingly important for European football clubs in terms of commercial growth. With millions of supporters in Asia, the club is well aware of the potential impact of this new deal.
The Tiger Beer logo will feature prominently on digital advertising boards at Old Trafford during the match against Brentford, as well as across the club’s social media platforms and marketing materials. There are also plans for joint marketing campaigns and branded content between United and Tiger Beer, focusing on stories that resonate with fans both on and off the pitch.
With Manchester United seeking to bounce back from a challenging start to the season, the new partnership offers a bright spot for the club. Fans attending the Brentford fixture can look forward to not only an exciting match but also a glimpse of the first official rollout of this promising new collaboration.
The deal is another step in Manchester United’s strategy of pairing the club’s iconic brand with globally recognized partners, and it marks the beginning of what both parties hope will be a fruitful relationship both on the pitch and off it.
