Current A-League Men’s premiers Melbourne City FC have announced a major extension with Asahi to allow the global beer manufacturer to feature its premier non-alcoholic brand, Asahi Super Dry 0.0%, on the front of the club’s training kits.
Asahi Super Dry and City have been partners since 2022, when a deal was brokered for the beer to become to the official beer of the AAMI Park based club. The deal initially allowed Asahi’s moderation choice Asahi Super Dry 3.5% to be sold at all events held at AAMI Park including at City home games as part of the pre-match build up.
The new deal will continue this pre-existing arrangement but will also expand upon it giving both the club and the beer brand great coverage. Thanks to the deal, great results are expected for fans who will be able to enjoy the refreshing non-alcoholic option at AAMI park in the upcoming season.
Kym Bonollo, Head of International & Craft Brands, Carlton & United Breweries expressed their hope that the new deal will enhance the fan experience.
“We are pleased to enhance our collaboration with Melbourne City as Asahi Super Dry 0.0% takes on the role of the Official Men’s Training Kit Partner. We aim to offer City fans even more premium experiences in the upcoming season,” they said via press release.
Along with gaining access to Asahi products within AAMI Park, City members have been able to benefit from numerous competitions and discounts offered by the beer manufacturer.
Melbourne City FC CEO Brad Rowse also expressed his excitement at the opportunities for enhanced fan experiences during the deal’s announcement.
“We are thrilled to continue our partnership with Asahi Super Dry and are excited to welcome Asahi Super Dry 0.0% on board as the Official Training Kit partner of our Men’s Team for the upcoming season,” he added via press release.
“Our fans already love having Asahi Super Dry integrated throughout our match days at AAMI Park, and this extended partnership allows us to bring even more exciting opportunities and premium experiences this season.”
This new deal is a great elevation of an already strong relationship between the club and Asahi. By now having the non-alcoholic brand available at grounds and front and centre at training sessions, City is also helping to promote greater responsible drinking, as it’s inclusive for those who don’t drink alcoholic beverages.
As the club begins its tilt for an unprecedent fourth A-League Men’s premiership, its links with a non-alcoholic beer option are sure to help fans and players alike kick back with a cold one while still seeing high performance results on the pitch.
