Manchester City has announced Asahi Super Dry 0,0%, the new non-alcoholic version of Asahi iconic brand 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 for the 2023/24 season.
Since the start of the partnership, the Asahi Super Dry brand has been integrated across a number of different areas, including the rebrand of the Asahi Super Dry Tunnel Club and wider installation of cutting-edge technology throughout the Etihad Stadium to provide City fans with the unique Japanese super dry taste.
The Club and Asahi Super Dry have also collaborated on successful campaigns and experiences during the partnership – from delivering a special shipment of Asahi Super Dry cans into Manchester by boat to launch the initial partnership last year, to creating bespoke ‘Champions’ bottles to celebrate the unique Treble-winning season and providing fans with incredible experiences along the way.
To celebrate the Official Training Kit launch, Asahi Super Dry and Manchester City released a creative campaign featuring men’s and women’s first team players showcasing the training kit through a bespoke Augmented Reality (AR) filter. The social-first campaign was shot in a ‘behind the scenes’ style and highlights the importance of training for the players.
Esteve Calzada, Chief Commercial Officer at City Football Group, said: “We’re delighted to announce this extension to our partnership with Asahi Super Dry today. 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.”
Grant McKenzie, Chief Marketing Officer, Asahi Europe & International, said: “Asahi Super Dry is delighted to strengthen our partnership with Manchester City, by becoming the Club’s Official Training Kit Partner with ASD 0,0% the new non-alcoholic version of our iconic brand. We want to build on the incredible successes we have seen together both on and off the pitch, and provide Manchester City fans with even more super experiences in the coming season.”
