Japan’s number one beer, Asahi Super Dry, is Manchester City’s new official partner.
The premium Japanese beer brand has entered into a global partnership with City Football Group, also partnering with Melbourne City, Yokohama F. Marinos and Sichuan Juiniu and, along with City, will serve Asahi Super Dry from the start of their respective seasons.
To celebrate the launch of the multi-year deal, Asahi Super Dry sailed to Manchester as City legends Shaun Wright-Phillips and Shaun Goater delivered beer to the home of the Premier League champions.
Referencing the symbolic ship featured on the Club crest, ‘The Pride of Manchester City’ was created for the launch of the partnership and traveled the Manchester Ship Canal with a special cargo of Asahi Super Dry.
The deal will put City fans at the heart of the partnership through a series of giveaways and competitions, starting with the 2022/23 season opener at home against Bournemouth on Saturday August 13.
“Man City fans have supported this incredible club in football, from third tier to Premier League champions, playing some of the best football in the world,” said Shaun Wright-Phillips.
“They deserve the best beer to enjoy on match day and Asahi Super Dry gives them that. Sailing the historic Manchester Ship canal was a real buzz and I hope City fans drink responsibly on Saturday so as we begin another exciting season – Kanpai [cheers] to the fans!”
As part of bringing a unique Japanese super dry taste to City Football Group, City fans will benefit from Asahi Super Dry beer thanks to state-of-the-art technology installed around the halls of the Etihad Stadium.
The world’s leading visitor center at the Etihad will now also be known as the Asahi Super Dry Tunnel Club.
Other City Football Group clubs, including A-League champions Melbourne City as well as Japan’s Yokohama F. Marinos, will now serve Asahi Super Dry from the start of their respective seasons and China’s Sichuan Jiuniu from of 2023.
Richard Ingram, Director of Global Brands at Asahi Europe & International, said: “This is a unique global partnership. Together, Asahi Super Dry and City Football Group will put fans at the heart of this partnership.
“We have invested significantly in the infrastructure at Etihad Stadium and stadiums around the world to enhance the fan experience, immersing them in modern Japan.
“Delivering a premium football experience is key to this partnership – we plan to go above and beyond in every game.
“Partnering with one of the most progressive football groups in the world, we are a perfect match in terms of vision and values, making this a hugely exciting partnership for both brands.”
Esteve Calzada, Commercial Director of City Football Group, added: “We are delighted to be able to announce the partnership with Asahi Super Dry today.
“Continuous innovation and improving the fan experience are important values we hold at our clubs at City Football Group and it is fantastic that Asahi Super Dry shares these principles and joins us on our journey. .
“Our organizations naturally align with a number of key markets and Asahi Super Dry’s knowledge and expertise will enable us to further increase our presence in these regions, working with four of our CFG clubs.
“We look forward to working together in the future as the partnership progresses.”