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 is determined to be ‘not just another official beer brand in football’ and as they prepared to upweight their partnership in year 2 to become the Official Training Kit Partner of Manchester City, the perfect ownable opportunity arose as the announced their preseason tour to Japan, the home of Asahi Super Dry.
A unique three-part content series was created which immersed the men’s first team players into Japanese culture; exploring emerging, progressive subcultures in barbering, music, and fashion. The results were compelling and drove the core partnership objectives related to awareness and fan engagement.
