The Premier League (PL) club, Tottenham Hotspur FC have inked a new sponsorship agreement with Tiger Beer, a leading global beer brand.
With this deal, the brand has been named the club’s official international beer partner. Throughout the multi-year agreement with Spurs, Tiger Beer will seek to establish its brand in the UK football industry by establishing a link between Asia and the UK for football fans in both areas.
Tottenham is Tiger Beer’s second PL partnership, after Manchester United‘s pact earlier this year. Notably, back in 2022, the beer brand also roped in Spurs’ skipper Heung-Min Son as its brand ambassador.
Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, said, “It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.”
Tiger Beer will also seek to supplement Spurs’ increasing Asian audience, which has more than 195 million followers in the region.
Tiger Beer reaffirmed its commitment to providing fan experiences for Spurs fans, citing findings from a recent poll of 2,000 football fans, in which nearly three-quarters believe fan activities are critical to unifying followers of their preferred team. These will include activations, opportunities to see the squad practise, and special training and coaching experiences.