Heineken has become the latest alcohol brand owner to partner with an English Premier League club as its Tiger Beer teams up with Tottenham Hotspur.
The Asian market-focused brand has agreed ‘official international beer partner’ status with the London-based club for an undisclosed period and fee. The latest deal sees Tottenham join Manchester United on Tiger’s soccer marketing roster.
“Through these multi-year partnerships, the … Asian brewer reinforces its enduring commitment to sparking connections that bring fans in Asia and beyond closer to the clubs they love,” said Heineken’s Tiger subsidiary in Singapore.
Tottenham is particularly popular in Asia thanks to South Korean international, Son-Heung Min, who signed for the club in 2013.
The current English Premier League (EPL) season, which commenced in August and runs until May, has seen a raft of alcohol brands seal marketing agreements with clubs; Pernod Ricard’s Chivas Regal blended scotch became the ‘official whisky partner of Arsenal, also in London, four months ago, while Ukrainian vodka brand Nemiroff has partnered with four clubs, including Aston Villa in Birmingham and London’s West Ham United, last month.
Among the other brands with EPL connections are Carlsberg with Liverpool, Concha y Toro’s Casillero del Diablo with Manchester United and Asahi Super Dry with Manchester City.
Also this month, Heineken rolled out ‘You Never Roar Alone’, a marketing activation for Tiger in key markets worldwide.
