- Asahi Super Dry becomes the Official Beer Partner of Arsenal
- Move builds on Asahi Super Dry’s brand credentials as longstanding supporter of sport
- Aims to grow presence in London and the Southeast
Asahi Super Dry and Arsenal have today announced a new global partnership that will see Japan’s number one beer become the club’s Official Beer Partner.
The partnership will see Asahi UK gain exclusive pouring rights for lager, ale and cider at the club’s home ground, Emirates Stadium, serving supporters on matchdays across both men’s and women’s fixtures from the beginning of the 2025/26 season.
Asahi’s world-class brands – Asahi Super Dry, Cornish Orchards and Meantime – will be served at bars throughout Emirates Stadium and showcased to supporters through new, revamped bars and branding.
The agreement will also see Arsenal legends become part of new digital content and campaigns, connecting with Arsenal’s supporters around the world.
“We’re delighted to welcome Asahi as our new official beer partner – one of the world’s most recognised and popular beer brands,” said Juliet Slot, Arsenal’s Chief Commercial Officer. “Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe. We’re proud to have brands like Asahi invest in our ambition and join us on our journey to win major trophies.”
Rob Hobart, Marketing Director for Asahi UK, said: “Partnering with a global powerhouse like Arsenal to bring our range of Super Premium Beers and Cider, to supporters in London and around the world, is truly exciting.”
“We will bring Gooners a new range of our best products for matchdays, led by Asahi Super Dry, supporting us to grow our presence in London and the Southeast. This collaboration marks an exciting step in our journey as a brand, broadening our reach and building meaningful connections with football supporters.”
Asahi Super Dry is driving growth in the market, up by +33 per cent in value sales vs 10.4 per cent for the premium draught lager category and the brand delivered £68m in growth in the latest year.