Tiger beer partners with Tottenham hotspur, igniting football passion

In Singapore on December 17, 2024, Tiger Beer announced its new partnership with Tottenham Hotspur Football Club, marking a significant move in its marketing strategy within the football realm. This partnership aims to deepen the connection between the brand and football fans across Asia and beyond, showing Tiger's commitment to promoting collective progress and passion in the sport. Sean O'Donnell, the Global Brand Director of Tiger Beer, emphasized the importance of individual courage deriving from collective support, stating that their partnership embodies this principle. The collaboration comes as Tiger Beer earlier this month established another high-profile sponsorship with Manchester United, indicating a strong focus on engaging with the football audience in key markets. This two-partner strategy reveals a plan to forge deeper connections with football enthusiasts by providing unique experiences associated with each club. The partnership with Tottenham includes special activations, opportunities for fans to watch team training, and exclusive coaching experiences, catering to the growing interest in football across Asia. Ryan Norys, the Chief Revenue Officer of Tottenham Hotspur, expressed enthusiasm about joining forces with Tiger Beer, recognizing it as a leading industry brand. This collaboration will allow the club to connect with and engage its Asian fanbase through tailored experiences designed to bring fans together and foster a shared passion for the sport. By focusing on shared values such as teamwork and community, both Tiger Beer and Tottenham aim to create a lasting impact in the football community. As a renowned brand, Tiger Beer originated in Singapore in 1932, and it has grown to become the number one international premium beer from Asia, available in over 60 markets worldwide. The brand's ethos revolves around the belief that every individual has a ‘tiger’ within, emphasizing the power of collective achievement. Through partnerships like the one with Tottenham Hotspur, Tiger Beer continues to embody its commitment to igniting football passion and uniting fans.