World-famous football team Manchester United and Singaporean brewery Tiger Beer have just announced a massive partnership that sees Tiger become the official beer of Old Trafford.
Launched at an important moment in Tiger Beer's brand evolution, the partnership will begin by building a relationship with the huge Manchester United fanbase in Asia, where Tiger is known as a top premium beer.
In a press release, Tiger Beer Global Brand Director Sean O'Donnell spoke highly about the exciting partnership, which unites two brands that have the same energy and passion:
"Football has always been a natural association for Tiger — it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand. We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things."
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Manchester United Commercial Director Florence Lafaye chimed in by highlighting the significance of the Tiger Beer brand, which will be instrumental in creating new experiences for Red Devils all over the world, especially in Asia.
Before the launch, Tiger Beer surveyed 2,000 football fans in Asia and found that 70% of them viewed fan engagement activities as an essential part of the club experience.
Meanwhile, 95% said that football is capable of bringing together a community and creating meaningful bonds between people.
Based on this, the two brands have pledged to bring fans fresh experiences with an aim to connect on a deeper level, such as co-branded watch parties and sweepstakes for trips to watch games at Manchester.
The highlight will be a first-of-its-kind street football event in Asia that will give local talents the opportunity to train under Manchester United coaches and legends, receiving mentorship from the greats of the game.
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The campaign will be unveiled for the first time during Manchester United's English Premier League match against Brentford FC, where Tiger Beer will be flashed on LED boards at the Old Trafford stadium.
Beer and liquor companies often use emotions to stir feelings within audiences, with campaigns that feature celebratory themes.
Tiger Beer chooses to elevate its brand storytelling by aligning with Manchester United's pursuit of greatness and passion for football.
A Roaring Celebration
The minute-long spot begins at the Old Trafford Stadium, where workers maintain the field in the early morning.
We then see a montage of Manchester United players, fans, and bartenders carrying Tiger Beer as the narrator highlights the importance of teamwork and pursuing glory.
Sharing the excitement from The Stretford End to Tiger tables all over the world, the spot ends with clips of fans and players in passionate celebration.
Meanwhile, earlier in August, Guinness launched a campaign celebrating its new deal as the Official Beer of the Premier League.
