- Manchester City has today announced Asahi Super Dry 0,0% as the Club’s Official Training Kit Partner.
- The new agreement is an expansion of Asahi’s current partnership with Manchester City that began in 2022.
Manchester City has today announced Asahi Super Dry 0,0%, the new non-alcoholic version of Asahi iconic brand as the Club’s Official Training Kit Partner.
An expansion of Asahi Super Dry’s current partnership with the club that began in 2022, the new agreement will see the brand feature on the front of all men’s and women’s first team training kits for the 2023/24 season.
Since the start of the partnership, the Asahi Super Dry brand has been integrated across a number of different areas, including the rebrand of the Asahi Super Dry Tunnel Club and wider installation of cutting-edge technology throughout the Etihad Stadium to provide City fans with the unique Japanese super dry taste.
The Club and Asahi Super Dry have also collaborated on successful campaigns and experiences during the partnership – from delivering a special shipment of Asahi Super Dry cans into Manchester by boat to launch the initial partnership last year, to creating bespoke ‘Champions’ bottles to celebrate the unique Treble-winning season and providing fans with incredible experiences along the way.
To celebrate the Official Training Kit launch, Asahi Super Dry and Manchester City released a creative campaign featuring men’s and women’s first team players showcasing the training kit through a bespoke Augmented Reality (AR) filter. The social-first campaign was shot in a ‘behind the scenes’ style and highlights the importance of training for the players.
Esteve Calzada, Chief Commercial Officer at City Football Group, said: “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. 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.”
Grant McKenzie, Chief Marketing Officer, Asahi Europe & International, said: “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.”
About Manchester City Football Club: Manchester City FC is an English Premier League club initially founded in 1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894 and has since then gone onto win the UEFA Champions League, European Cup Winners’ Cup, nine League Championship titles, seven FA Cups and eight League Cups. Manchester City FC is one of 13 clubs comprising the City Football Group. Under manager Pep Guardiola, one of the most highly-decorated managers in world football, the Club plays its domestic and UEFA Champions League home fixtures at the Etihad Stadium, a spectacular 53,500 seat arena that City have called home since 2003. Today, the stadium sits on the wider Etihad Campus, which also encompasses the City Football Academy, a state-of-the-art performance training and youth development facility located in the heart of East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football Academy is also where Manchester City Women’s Football Club and the Elite Development Squad train on a daily basis and play their competitive home games.
About Asahi Super Dry
Asahi Super Dry was first created in 1987, redefining the beer category and introducing to the world a new taste in beer. Today, Asahi Super Dry is Japan’s No.1 beer, and we are proud that our innovative brand has become a global icon of modern Japan. Asahi Super Dry is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers. We’re constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share Asahi Super Dry with the whole world. For more information, please visit https://www.asahisuperdry.com/en-gb/home/
About Asahi Europe & International
Asahi Europe & International is the international branch of Asahi Group Holdings, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. It is the outcome of years of acquisitions, which allowed Asahi Group Holdings, a traditional Japanese producer of beer, whiskey, and wide range of food products, to establish and strengthen its business in Europe and around the globe. As of 2020, the business is established under the Asahi Europe and International organization headquartered in Prague, Czech Republic. Building on centuries of European brewing heritage, the business runs 19 production facilities in 8 countries across Europe, and is the custodian of some of the best beer brands in the world, including Asahi Super Dry, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel. Within the Asahi Group, the remit of Asahi Europe and International is also to develop and manage all export markets globally, outside of Japan and Oceania. Covering 90 markets and with over 10,000 passionate colleagues on board, through our shared purpose of creating meaningful connections, the business is well positioned to inspire people around the world to drink better.
Contact: Shoma Amin, Shoma.Amin@asahibeer.co.uk
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