ASAHI SUPER DRY
In July 2022, Asahi Super Dry became the Official Beer Partner of CFG clubs in Manchester, Melbourne, Girona, Yokohama and China – and then extended their partnership across all CFG clubs in July 2023 with an announcement as Manchester City’s Training Kit Partner.
ASAHI SUPER DRY & CITY FOOTBALL GROUP
The Asahi Super Dry and City Football Group partnership delivers an incredible platform to grow global awareness through high-profile brand exposure.
Asahi Super Dry have an ambition to go beyond traditional boundaries to elevate fan experience. To launch the partnership, Asahi Super Dry sailed a boat into Manchester, with City Legends delivering 10,000 cans of beer to the home of the Premier League Champions.
Maximising the power of Manchester City and player intellectual property, a multi-purpose global marketing toolkit was created, allowing Asahi’s regional teams to activate the partnership across key digital and shopper channels around the world.
The Asahi Super Dry and City Football Group partnership delivers an incredible platform to grow global awareness through high-profile brand exposure.
Asahi Super Dry have an ambition to go beyond traditional boundaries to elevate fan experience. To launch the partnership, Asahi Super Dry sailed a boat into Manchester, with City Legends delivering 10,000 cans of beer to the home of the Premier League Champions.
Maximising the power of Manchester City and player intellectual property, a multi-purpose global marketing toolkit was created, allowing Asahi’s regional teams to activate the partnership across key digital and shopper channels around the world.
Activation Highlights
01
FAN EXPERIENCE
Ashai Super Dry have invested significantly in the fan experience at the Etihad Stadium, upgrading both the general concourse and hospitality spaces – including the Asahi Super Dry Tunnel Club – to showcase the unique ‘super dry’ taste of Japan’s number one beer. As a result, the purchase of premium beer offering has increased substantially as in addition to fan satisfaction.
02
PRE-SEASON TOUR
July 2023 saw Manchester City visit Japan, the home of Asahi Super Dry. A three-part content series ‘Tokyo Subcultures’ was filmed and launched in-market exploring the unexpected subcultures in modern Japan.
03
FAME DRIVING CAMPAIGNS
To celebrate both the Men's & Women's Manchester derby taking place in March, Asahi's 'Derby Days Are Different Here' campaign tapped into the passion and anticipation around each fixture, via a takeover of iconic Manchester spots with large scale OOH promotions and innovative glow in the dark artist murals. Fans were also invited to Man City experiences and viewing parties with club legends.
activation highlights
01
FAN EXPERIENCE
Ashai Super Dry have invested significantly in the fan experience at the Etihad Stadium, upgrading both the general concourse and hospitality spaces – including the Asahi Super Dry Tunnel Club – to showcase the unique ‘super dry’ taste of Japan’s number one beer. As a result, the purchase of premium beer offering has increased substantially as in addition to fan satisfaction.
02
PRE-SEASON TOUR
July 2023 saw Manchester City visit Japan, the home of Asahi Super Dry. A three-part content series ‘Tokyo Subcultures’ was filmed and launched in-market exploring the unexpected subcultures in modern Japan.
03
FAME DRIVING CAMPAIGNS
To celebrate both the Men's & Women's Manchester derby taking place in March, Asahi's 'Derby Days Are Different Here' campaign tapped into the passion and anticipation around each fixture, via a takeover of iconic Manchester spots with large scale OOH promotions and innovative glow in the dark artist murals. Fans were also invited to Man City experiences and viewing parties with club legends.
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