Japanese brewery Asahi has announced a multi-year partnership with sporting powerhouse City Football Group which will see its flagship ‘Super Dry’ brand become the ‘official beer partner’ of four of the group’s clubs.
Driven by Asahi’s European division, the deal will see Super Dry sponsor English champions Manchester City, Australian champions Melbourne City, Japanese side Yokohama F. Marinos and Chinese second-tier outfit Sichuan Jiuniu.
The partnership will include a significant Asahi brand presence across the teams’ various stadiums and social media pages, whilst Asahi Super Dry will be available at all the clubs’ grounds on matchdays.
READ MORE: Asahi beer unveils largest-ever marketing campaign
The news comes as the Japanese brand unveiled its biggest ever marketing campaign earlier this year, with its UK global brands director, Jonathan Norman saying: “The world we live in has changed and this is reflective in the way consumers are seeking enriching drinking experiences, both in and out of the home.”
“Asahi Super Dry continues to see phenomenal growth across On and Off Premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers.”
He added: “As a brand, our philosophy is you get the most out of life, not by following the path, but by exploring and re-inventing the future and there’s no country in the world that does this better than modern Japan.”
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