Melbourne City announce Asahi Super Dry as their Official Beer Partner

Melbourne City

Melbourne City FC have announced a new partnership with Asahi Super Dry which will see the Japanese drink company take on the role of the Club’s Official Beer Partner.

This new multi-year deal will put Melbourne City fans at the heart of the partnership with a strong presence at AAMI Park and through a series of giveaways and competitions.

The deal also sees Asahi Super Dry become the Official Beer Partner of three other City Football Group clubs; Manchester City, Yokohoma F. Marinos and Sichuan Juiniu.

The brand’s new moderation choice, Asahi Super Dry 3.5% will be available for purchase for not just all City home games, but a host of events at AAMI Park from the start of the 2022/23 season.

In conjunction with Asahi, the club will soon be announcing some campaigns where City fans will be able to win tickets, merchandise and premium stadium experiences.

Melbourne City CEO Brad Rowse said in a statement:

“We are really excited to be welcoming Asahi Super Dry as our new Official Beer Partner,” he said.

“Asahi is a premium product and perfectly complements our fans’ tastes and lifestyle. We have already started to work with the team at Asahi on how we can expand the traditional boundaries of sport sponsorship and deliver several exciting experiences for our fans.

“It is also encouraging to see Asahi Super Dry coming onboard with multiple clubs across City Football Group, allowing us to further showcase and build the strength of the brand around the world.”

Carlton & United Breweries CEO Danny Celoni added via Melbourne City:

“We are excited to start giving Melbourne City fans a taste of modern Japan, and to be finding new and exciting ways to connect this sponsorship to our customers to ensure we continue to drive category expansion.

“Asahi Super Dry is Japan’s No.1 beer and is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers.

“It is wonderful to partner with a club that shares our commitment to excellence. We are constantly innovating at Asahi Beverages and look forward to elevating the fan experience at Melbourne City.”

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Level the Playing Field: Football Unites at Parliament House to Back Grassroots Growth

Victorian football’s most influential voices gathered at Parliament House last Wednesday to officially launch the Level the Playing Field campaign. The initiative is a united call to strengthen grassroots infrastructure and ensure every child has access to safe, modern facilities.

Hosted by Football Victoria alongside members of the Parliamentary Friends of Football, the event brought together MPs from across the political spectrum, A-League representatives, community clubs and emerging players, reinforcing one clear message: when football thrives, Victoria thrives.

Football Victoria Chair Dr Angela Williams delivered a powerful address, drawing on her professional experience to underscore sport’s social impact.

“You belong when you play football,” she said. “It is the same healthy place to play — regardless of race, religion or background. Young people in sport are healthier and safer. That’s what this is about.”

The campaign comes at a pivotal moment for the game. Participation across Victoria has surged to more than 127,000 registered players, with female participation experiencing significant growth in recent years. A legacy of the recent success of the Australian women’s national team.

Yet, as speakers emphasised, infrastructure has not kept pace.

Former Socceroo and community advocate Carl Valeri reflected on the contrast between elite and grassroots environments, highlighting the importance of stronger community facilities.

“When you walk into a community facility, there’s the same love and passion,” Valeri said. “But the infrastructure doesn’t always match. That infrastructure can turn away the kids who decide to play later, or those who might be facing challenges at home. For me, community football is important because we have to keep kids involved in the game.”

 Image Credit: Football Victoria/Avellino Photography 

Current and emerging players echoed the sentiment. Young footballer Kara Crnac highlighted how quality facilities build confidence and create opportunity, while coach and talent pathway representative Maddison Kamolins stressed the importance of safe, inclusive environments.

Image Credit: Football Victoria/Avellino Photography

Government representatives acknowledged more than $100 million in recent football facility investment, including the state’s landmark commitment to Home of the Matildas at La Trobe University, while recognising further support is required at the grassroots level.

Football Victoria CEO Dan Birrell described the campaign as both collaborative and forward-looking.

“We’re going to be visible; we’re going to be active and we’re going to be strong advocates for our clubs,” he said. “Every elite career begins at a community ground. If we want stronger communities and stronger representation on the world stage, we must invest where it all begins.”

With the AFC Women’s Asian Cup on the horizon and continued momentum across domestic competitions, the message from Parliament was clear: the next generation of Matildas and Socceroos is already here.

Now, it’s time to level the playing field, sign the petition here.

Beyond the Pitch: Melbourne Victory and LifeChanger Foundation Drive Youth Mental Health Initiative

In an announcement made on Wednesday, Melbourne Victory and LifeChanger Foundation revealed this month’s Stand Together Mental Health Round in support of youth mental wellbeing.

Uniting and supporting the community

Ahead of Victory’s Isuzu UTE A-League game against Macarthur FC on Sunday 15 March, the club will host various match-day activations as part of the Stand Together Mental Health Round. These will include giveaways, an obstacle course by Tyrepower (partner of both Victory and LifeChanger) and a LifeChanger Scavenger Hunt.

All such activities will unite the community in the name of promoting youth mental health and wellbeing.

Melbourne Victory Managing Director, Caroline Carnegie, outlined the club’s pride at joining forces with LifeChanger.

“As a Club, we understand the influence we have on young people across our community. Through our longstanding partnership with LifeChanger, we are committed to supporting young people to build confidence, resilience and a strong sense of self,” Carnegie explained.

“The Stand Together Round brings that commitment to life and helps us live our vision to lead, unite, connect and inspire through football.”

Where football and education cross paths

The partnership closes the distance between sport, education and mental wellbeing. By using football’s popularity and following among young people, Victory and LifeChanger can reach a huge audience to promote unity, community and mental health

Furthermore, CEO and Founder of LifeChanger Foundation, Scott Waters, affirmed the partnership’s value for young people.

“Sport has an incredible ability to bring people together, and that connection can be life-changing. Our partnership with Melbourne Victory allows us to reach young people in powerful and relatable ways,” Waters explained.

“The Stand Together Round is about reinforcing that mental wellbeing matters, and that no young person should feel alone in their challenges.”

Although football is a sport with firece rivalries and competitivity at its core, it can nevertheless unite people, communities and fans of all ages through their shared passion for the game.

How do LifeChanger help?

As part of the Stand Together Round, LifeChanger Foundation will team with Melbourne Victory to deliver interactive workshops to the A-League Men’s team, as well as the U15 and U16 Academy teams. The sessions will seek to inspire new advocates for mental health within the club via open and honest conversations.

LifeChanger Foundation is non-profit organisation striving to empower young people with foundational skills, whether emotional, social or resilience.

Moreover, in 2024, LifeChanger helped more than 140,000 young people across 600+ schools in Australia and New Zealand. The team aims to positively impact over 1 million young people annually.

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