Asahi’s namesake beer brand has secured “official beer sponsor” status for English Premier League team Arsenal FC.
Asahi Super Dry lager, along with the group’s Cornish Orchards cider and Meantime ale will be served at bars throughout the club’s home of Emirates Stadium in London. The “multi-year” partnership, financial details of which were not disclosed, will begin at the start of the Premier League’s 2025/26 season next month.
The arrangement sees the Japanese drinks major take over at Arsenal from AB InBev, which previously served its Camden Hells and Pale Ale brands at the stadium. Asahi also sponsors four clubs owned by City Football Group, including EPL rival Manchester City.
As part of the latest partnership, Arsenal players will also feature in digital content and campaigns for Asahi Super Dry.
“This collaboration marks an exciting step in our journey as a brand, broadening our reach and building meaningful connections with football supporters,” said Asahi UK’s marketing director, Rob Hobart.
In August last year, Pernod Ricard’s Chivas Regal blended scotch whisky purchased ‘official whisky partner’ status with Arsenal.
