Singapore's Tiger Beer partners Manchester United as official beer partner

Singapore's Tiger Beer has become the official beer partner of football group Manchester United as it looks to bring together the Asian brewer and a global sports team to enhance experiences and deepen engagement with United fans globally.

The partnership launches in the midst of Tiger Beer's 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, it said in a statement.

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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 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.

“Tiger Beer's dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before," said Florence Lafaye, commercial director at Manchester United.

"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," added Lafaye. 

"We are thrilled to announce our partnership with Manchester United, a club that shares our passion for creating unforgettable moments and connecting fans worldwide," said Sean O'Donnell, global brand director of Tiger Beer.

"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," he added. 

He went on to say that this partnership reflects its 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," said O'Donnell.

The partnership was announced ahead of United’s Premier League match against Brentford which happened over the weekend, where Tiger Beer’s brand will be showcased for the first time in Old Trafford on LED boards within the famous stadium.

Manchester United has been making significant moves within the region lately. 

Recently, Malaysia Airlines and Manchester United inked a multi-year partnership which saw the airline become the club’s official commercial airline. The partnership was announced by Malaysia Airlines’ group managing director of Malaysia Aviation Group, Izham Ismail, at an industry trade fair in Kuala Lumpur earlier this year. 

To celebrate the announcement, former Manchester United defenders Patrice Evra and Wes Brown flew to Kuala Lumpur to attend the event, to share their experiences of travelling the world as both players and ambassadors for the club.

“Manchester United has fans from all over the world, and the passionate support we have here in Asia never fails to impress me," said Evra at the event. "I am pleased to be able to share our partnership with Malaysia Airlines with those fans and introduce them to the best-in-class service they offer."

"Brown and I travelled here on Malaysia Airlines, and I would like to thank them for such a comfortable journey. From the food to the comfortable seats and friendly service, everything was perfect,” said Evra.

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