Manchester City has announced that Asahi Super Dry 0,0%, the new non-alcoholic version of Asahi beer, 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 and match day warm up gear for the 2023/24 season.
They replace cryptocurrency brand OKX who are themselves stepping up as sleeve partners in place of Nexen Tire.
Each of the new deals is a financial step up on what was there with the sleeve sponsorship understood to be worth over €60 million over three years.
“We’re delighted to announce this extension to our partnership with Asahi Super Dry today,” said Esteve Calzada, Chief Commercial Officer at City Football Group.
“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.”
Sport for Business Perspective:
Manchester City and all Premier League Clubs need to draw in significant revenue from external sponsors in order to fund their operation and stay within the Financial Fair Play Rules that FIFA insists on.
City’s owners, Sheikh Mansour and the City Football Group could do all the funding but only by breaking the rules. Brining in and then upgrading an alcohol brand gives an indication that the sponsorships are being run independently, as alcohol and the middle east are not comfortable bedfellows.
