Asahi Group Holdings, Ltd.
announces that
Asahi Super Dry
, one of the five global brands promoted by
Asahi Group
, will become the Official Beer Partner of four football clubs through a multi-year global partnership with
City Football Group
. Japan’s number one beer,
Asahi Super Dry
, is a new Global Partner of
City Football Group
- including reigning Premier
League Champions
, Manchester City. The deal sees
Asahi Super Dry
become the new Official Beer Partner of four
City Football Group
clubs - Manchester City,
Melbourne
City, Yokohama
F. Marinos
and Sichuan Jiuniu, all of which will serve
Asahi Super Dry
from the beginning of their respective seasons.
Original Press Release:
Tokyo, Japan
,
Aug. 5
-- Asahi issued the following news release:
Asahi Group Holdings, Ltd.
announces that
Asahi Super Dry
, one of the five global brands promoted by
Asahi Group
, will become the Official Beer Partner of four football clubs through a multi-year global partnership with
City Football Group
. This partnership is driven by Asahi Europe & International, the regional headquarters responsible for Europe Business and key role of promoting global beer brands in
Asahi Group
.
Japan’s number one beer,
Asahi Super Dry
, is a new Global Partner of
City Football Group
- including reigning Premier
League Champions
, Manchester City. The deal sees
Asahi Super Dry
become the new Official Beer Partner of four
City Football Group
clubs - Manchester City,
Melbourne
City, Yokohama
F. Marinos
and Sichuan Jiuniu, all of which will serve
Asahi Super Dry
from the beginning of their respective seasons. High profile brand presence across perimeter LED boards, on social and within stadia will celebrate the coming together of
Asahi Super Dry
and
City Football Group
.
Ahead of the first Manchester City home match of the season, City legends
Shaun Goater
and
Shaun Wright-Phillips
“skippered” ‘The Pride of Manchester City’ with a special shipment of
Asahi Super Dry
beer down the
Manchester Ship Canal
. The Japanese boat to deliver the first shipment of
Asahi Super Dry
to
The Etihad Stadium
ahead of the first home game of the new season on
August 13
.
As the two progressive brands come together,
Asahi Super Dry
, in partnership with
City Football Group
, will go beyond the traditional boundaries to elevate the fan experience.
Asahi Super Dry
has already made a significant investment in premiumizing the fan experience including, installing cutting-edge equipment and upgrading the bar facilities at
The Etihad Stadium
and stadia around the world.
As part of bringing a unique Japanese super dry taste to
City Football Group
, Manchester City fans will benefit from being served
Asahi Super Dry
beer through the cutting-edge technology installed around the concourses. While the world’s leading hospitality facility at
The Etihad Stadium
will now also be known as the ‘Asahi Super Dry Tunnel Club’.
Other clubs within
City Football Group
, including A-
League Champions Melbourne City
as well as Japan’s Yokohama
F. Marinos
, will now serve
Asahi Super Dry
from the beginning of their respective seasons and China’s Sichuan Jiuniu from 2023.
Asahi Group
set the expansion of five global brands as a key strategy and we are placing the highest priority on
Asahi Super Dry
. By entering into this partnership, we will offer greater opportunities for global customers to experience the unique value of
Asahi Super Dry
.
About
Asahi Super Dry
Asahi Super Dry
was first created in 1987, redefining the beer category and introducing to the world a new taste in beer. Today,
Asahi Super Dry
is Japan’s No.1 beer and we are proud that our innovative brand has become a global icon of progressive
Japan
.
Asahi Super Dry
is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers. Our advanced brewing techniques deliver a dry, crisp taste and quick, clean finish. We’re constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share
Asahi Super Dry
with the whole world.
About
City Football Group
Established in
May 2013
,
City Football Group
is the world’s leading private owner and operator of football clubs, with total or partial ownership of eleven clubs in major cities across the world: Premier
League Champions Manchester City
in the
UK
,
New York City FC
in the US, Melbourne FC in
Australia
, Yokohama
F. Marinos
in
Japan
,
Montevideo
City Torque in
Uruguay
,
Girona Futbol Club
in
Spain
, Sichuan Jiuniu FC in
China
,
Mumbai
City FC in
India
, Lommel SK in
Belgium
, ESTAC in
France
and partner Club, Club Bolivar.
Source: Asahi
[Category: Retail, Event Management, Partnerships and Alliances]
