Asahi Group Holdings announces that Asahi Super Dry will become the Official Beer Partner of four soccer clubs through a multi-year global partnership with City Football Group

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TOKYO , August 5, 2022 (press 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. 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]

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