Tiger® Beer Joins Manchester United as Official Global Beer Partner

Manchester United has entered a multi-year partnership with Tiger® Beer, naming the iconic Asian lager its Official Global Beer Partner. This collaboration is set to deliver a new wave of fan experiences, particularly in Asia, where Tiger is the region’s leading premium beer and Manchester United boasts one of its largest fanbases.

Launching During Tiger’s Brand Evolution

The announcement comes at a pivotal moment in Tiger Beer’s rebranding journey, as the company seeks deeper connections with football audiences. The initial stage of the partnership will focus on activating fan engagement across Asia, offering unique co-branded campaigns, interactive experiences, and travel opportunities to Manchester.

To understand fan expectations, Tiger Beer surveyed 2,000 football fans in Asia, discovering that:

• 70% believe fan activities enhance their connection to the club
• 95% feel football strengthens community and cultural bonds

These insights will shape the fan-first strategy behind the partnership.

Matchday Experiences, Watch Parties & Youth Initiatives

Fans can look forward to:

• Co-branded watch parties in key Asian cities
• Contests to win matchday experiences at Old Trafford
• A first-of-its-kind street football tournament across Asia
• Training and mentoring for young talent by Manchester United legends and coaches

This initiative blends community development with brand storytelling, positioning the club and the beer brand as leaders in global fan activation.

Comments from Brand & Club Leadership

Sean O’Donnell, Global Brand Director, Tiger® Beer:

“Football fuels the same energy that drives our brand—connection, passion, and boldness. This partnership allows us to create new platforms for fans to ‘uncage their inner tiger’ and build unforgettable shared moments with Manchester United.”

Florence Lafaye, Commercial Director, Manchester United:

“Tiger® Beer’s fan-first approach aligns perfectly with our ambition to bring supporters worldwide closer to the club. Together, we aim to deliver experiences that reflect the global spirit of Manchester United, especially across Asia.”

The collaboration will make its matchday debut during Manchester United’s Premier League fixture against Brentford FC, with Tiger Beer branding showcased across LED perimeter boards at Old Trafford.

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