Singapore’s Tiger Beer teams up with English Premier League giants Manchester United

Tiger Beer has signed a sponsorship deal to become the official beer partner of the Red Devils. The football club has a huge global fanbase, especially in Asia, with an estimated 325 million supporters in the Asia-Pacific region.

Sean O’Donnell, global brand director of Tiger Beer, said: “We are thrilled to announce our partnership with Manchester United, a club that shares our passion for creating unforgettable moments and connecting fans worldwide.

“Football has always been a natural association for Tiger, this partnership reflects our shared belief that progress is driven by collective strength and courage.”

Manchester United’s commercial director Florence Lafaye added: “Tiger Beer’s dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before.

“Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community.”

Fans will get the opportunity to be a part of Tiger Beer and United’s exclusive events and promotions by following their respective social media pages.

These events include co-branded football watch parties and opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford.

A street football event in Asia is also in the works to provide local talent with training and mentorship advice from United coaches and club legends.

Launched in Singapore in 1932, Tiger Beer is currently produced by Heineken Asia Pacific, which was previously known as Asia Pacific Breweries Singapore. The brand has been a major sponsor of football in the region and was previously associated with the Tiger Cup – now known as the Asean Mitsubishi Electric Cup – from 1996 to 2005.

O’Donnell added: “We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things.

“As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of matchday at Old Trafford to fans across the globe.”

The partnership was announced ahead of United’s Premier League clash against Brentford at Old Trafford on Oct 19, when the Tiger Beer branding will be seen for the first time on LED boards in the stadium.

Erik ten Hag’s team are in 14th place with eight points, with two wins, two draws and three losses from seven games, while The Bees are 11th on 10 points (3-1-3).