Melbourne City announce Asahi Super Dry as their Official Beer Partner

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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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Melbourne Victory driving strong partnerships with BYD

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The innovative vehicle manufacturer will join the Victory family as a Major Partner and Exclusive Motor Vehicle Supplier in a 12-month deal.

 

Elite performance, accessible for all

The alliance between Melbourne Victory and BYD reflects both parties’ commitment to progress, efficiency and high performance. It brings together two organisations who share vision and values, two fundamental aspects of any successful partnership.

On one hand is a rapidly growing and community-connected manufacturing company with over 100 sites, intent on providing reliable vehicles to Australian families. On the other, a successful club in the heart of Melbourne, with ambitions to progress on the pitch while regularly engaging with the community.

Melbourne Victory Managing Director, Caroline Carnegie, commented on the strong foundations of the partnership with BYD.

“Founded only a decade apart, there is a shared history of, and ambition for, continued accelerated growth between Melbourne Victory and BYD.”

“Not only is there a clear alignment of our vision and values to lead, unite, connect and inspire, but a mutual commitment to creating a better future for our communities.”

 

Delivering for the community

As part of the partnership, BYD’s branding will feature on Victory’s home and away jerseys, as well as across the Academy, media and Community assets.

Moreover, the agreement comes as a response from Victory to members and fans’ wishes for not just any vehicle partner, but one which is appropriate and coherent to their day-to-day lives. And as BYD Australia Chief Operating Officer, Stephen Collins, explained, the new energy vehicle manufacturer is driving far more than just passengers.

“We are thrilled to join forces with Melbourne Victory, a club that shares our relentless drive for performance and innovation,” expressed Collins.

“As the exclusive vehicle supplier, we’re not just providing new energy mobility; we’re supporting the team’s journey towards a more sustainable future.”

New energy, new partner and new ambitions for Melbourne Victory, who will compete on the international stage next season in the AFC Champions League Two.

And with a partner like BYD to back them, players and fans in the Victory family will be hoping it is the start of a journey to success.

 

Aussie partners with two A-League clubs in cross-state alliance

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Image credit: Melbourne Victory

Australia’s largest retail mortgage broker will team up with Melbourne Victory and Western Sydney Wanderers, representing Aussie’s commitment to supporting and connecting people through football.

 

Opposing teams, United partners

The alliance between Aussie, Melbourne Victory and Western Sydney Wanderers reflects a unique approach to investing in Australia’s football landscape.

It encompasses both communities and supporters across Melbourne and Sydney, with Aussie’s presence in both cities now firmly embedded into local, grassroots networks.

“We’re excited about this partnership because it represents much more than a traditional sponsorship,” explained Aussie National Manager, Strategic Partnerships, Ryan Ferguson via press release.

“It’s about connection, community, and being part of something that reaches people in a meaningful and authentic way.”

Both Melbourne Victory and Western Sydney Wanderers also commented on the unique nature of the partnership.

“The joint venture is a game-changer in how brands and sports teams can collaborate beyond the traditional instruments of a partnership and stands apart from the existing relationships in our sporting landscape for the betterment of our stakeholders,” said Melbourne Victory Managing Director, Caroline Carnegie.

“For the first time, two iconic clubs are coming together in a joint-venture sponsorship that delivers unmatched reach, community impact and business innovation,” added Western Sydney Wanderers CEO, Scott Hudson.

 

National stage, local commitment

As Australians grapple with soaring property prices and financial uncertainty, having access to a platform like Aussie is immensely valuable.

So now that Aussie will begins its venture alongside Melbourne Victory and Western Sydney Wanderers – two clubs with extensive fanbases – it now has the means to make real, local impact.

Two major cities. Two footballing identities. All aligned under the same vision for community reach, growth and innovation.

“Aussie is a national brand, but at our heart, we are built on local relationships,” continued Ferguson.

“Every day, our brokers are working with customers in their communities, helping them navigate the journey of finding, buying and owning their own home. That’s why this partnership feels like such a natural fit.”

Ultimately, while the alliance will build on the business and community networks of the two A-League outfits, the impact will extend far beyond the boundaries of the pitch.

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