Tiger Beer has become a new sponsor for Manchester United before their game against Brentford

Manchester United’s announcement of an interesting new business collaboration with Tiger Beer, a brewery based in Singapore, further demonstrates the club’s goal of expanding its impact throughout Asia. The legendary Tiger Beer brand will be prominently displayed at Old Trafford for Saturday’s Premier League match against Brentford as part of the arrangement, which is allegedly worth around £4 million yearly.

Building meaningful connection with Manchester United’s global fan base, especially in Asia, is the goal of the partnership. The club’s commercial director, Florence Lafaye, said she was thrilled about the collaboration:

“Our objective of bringing our fan base closer to the club than ever before is perfectly aligned with Tiger Beer’s commitment to uniting fans worldwide. We look forward to working together to create one-of-a-kind and unforgettable experiences for our supporters worldwide, particularly those in Asia, who are an essential component of the Manchester United community, by utilizing Tiger Beer’s strength and reach.

United’s continued efforts to strengthen its connections in the Asian market—a region that has grown in importance for European football teams in terms of commercial growth—are shown in the collaboration with Tiger Beer. The club, which has millions of fans in Asia, is fully aware of the possible consequences of this new agreement.

During the game versus Brentford, the Tiger Beer logo will be prominently displayed on Old Trafford’s digital billboards. It will also be featured on the team’s marketing materials and social media accounts. Tiger Beer and United also have plans to collaborate on marketing campaigns and create branded content that tells stories that appeal to supporters both on and off the field.

The new alliance presents a bright point for Manchester United, which is looking to recover from a difficult start to the season. In addition to a thrilling game, Brentford supporters can anticipate seeing the first formal introduction of this exciting new partnership.

The agreement is the first of what both sides believe will be a successful partnership on and off the field, and it is another step in Manchester United’s aim of matching the club’s iconic brand with internationally renowned partners.