Asahi Super Dry 0.0% has signed a deal to become Manchester City FC’s official training kit partner ahead of the upcoming 2023-24 season.
The move signals an expansion of the Japanese brand’s existing partnership with the football club, and will see its logo featured on the front of all men’s and women’s first team training kits.
Asahi’s new training kit sponsorship marks the latest in a long line of activations run in collaboration with Manchester City, which has included the delivery of a special shipment shipment of Asahi Super Dry cans into Manchester by boat and the creation of bespoke ‘Champions’ bottles to celebrate City’s treble-winning heroics.
“We’re delighted to announce this extension to our partnership with Asahi Super Dry today. Manchester City looks to engage with leading global brands within their respective industries and Asahi Super Dry are no different,” City Football Group chief commercial officer, Esteve Calzada said.
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“Not only does Asahi Super Dry align with our values but also allows us to explore further expansion in key markets for the club. This partnership has been incredibly successful so far and Asahi Super Dry been an integral part of celebrations last season – whether in Manchester, Istanbul or elsewhere – we look forward to developing further exciting opportunities throughout this new agreement.”
To promote the new partnership’s extension, a campaign featuring a range of first team stars has been launched, centred around the creation of a bespoke AR filter. Designed and executed by Trouble Maker, the social-first push gives a candid look at the importance of training for City’s international stars.
Asahi Europe & International chief marketing officer, Grant McKenzie added: “Asahi Super Dry is delighted to strengthen our partnership with Manchester City, by becoming the Club’s Official Training Kit Partner with ASD 0,0% the new non-alcoholic version of our iconic brand.
“We want to build on the incredible successes we have seen together both on and off the pitch, and provide Manchester City fans with even more super experiences in the coming season.”
