Asahi Super Dry, Japan’s leading premium beer brand is challenging the market and has ambitions to grow both global fame and market share. Ahead of the 2022/23 season, Asahi Super Dry secured a significant global partnership agreement with City Football Group (including a hero partnership with Manchester City). The partnership is built on Asahi Super Dry’s innovative spirit (Kaizen mindset) and Manchester City’s ambition and innovation. Together, they are on a mission to find unique ways to elevate football fan experiences around the world.
Asahi Super Dry refused to be ‘just another official beer’ in football. Despite being new to sponsorship, the premium brand took on the challenge to totally reimagine the fan experience and invested heavily to ensure the brand was front and centre.
During the first season of the partnership, an integrated activation plan was implemented that captivated fans and delivered against the partnership objectives. As a result, market share has grown, and Asahi Super Dry has already seen a 40% increase* in key brand sentiment metrics across two of their core markets; UK and China.
In conjunction, the bars and hospitality areas at the Etihad Stadium were transformed which has significantly improved fans drinking experiences.
