bergkamp10
07 Aug 2004, 12:29 AM
Tiger Beer lands sponsor deal with Arsenal
By Chia Han Keong
IN A first for a Singapore-based company, Asia Pacific Breweries announced yesterday that Tiger Beer has been appointed the official beer for English Premiership champions Arsenal.
This two-year partnership is targeted at soccer fans in Thailand, Vietnam and Singapore, who can expect visits to Highbury - Arsenal's home ground - and even trips to the Gunners' European matches via the club's official supporters' plane.
Said Chris Kidd, APB's director of group marketing: 'We will be able to bring drinkers exciting experiences to watch the No 1 club in the No 1 league in the world.
'We will also be helping Arsenal build their brand franchise. It is a compliment to Tiger Beer that Arsenal decided to approach us for this deal.'
However, do not expect an Arsenal visit to this region in the near future, as manager Arsene Wenger is very particular about pre-season conditioning.
Said their commercial director, Adrian Ford: 'Over the past years, Arsene has taken the squad to a secluded part of Austria and this has obviously paid off handsomely. It is difficult to make specific plans for a visit to Singapore.'
Although fans will not see Tiger Beer's logo on the Gunners' jerseys this season, Ford does not rule out future South-east Asian partnerships as main sponsors.
He said: 'We guard our brand name zealously, and choose our partners carefully. But Arsenal are a growing international brand and, if we can work closely with our global partners, we will be delighted to build on this initial agreement.'
Besides this partnership with Tiger Beer, Arsenal also extended their main sponsorship deal with O2, Britain's fourth-largest mobile phone company, yesterday.
Media reports put the deal to be worth S$38 million.
Other Arsenal sponsors include Nike, Ladbrokes and Samsung.
Tiger Beer has been the official broadcast sponsor for ESPN Star Sports on the English Premiership since 2002, and has sponsored South-east Asia's top football tournament, the Tiger Cup, since 1996.
As early as tomorrow, two Singapore fans will be able to win free trips and stadium tickets in a lucky draw to watch Arsenal at Highbury.
To enter the draw, they will need to dress in national colours of red or white and purchase beer at the Tiger Football Night screening of the Community Shield match between Arsenal and Manchester United at Chijmes.
By Chia Han Keong
IN A first for a Singapore-based company, Asia Pacific Breweries announced yesterday that Tiger Beer has been appointed the official beer for English Premiership champions Arsenal.
This two-year partnership is targeted at soccer fans in Thailand, Vietnam and Singapore, who can expect visits to Highbury - Arsenal's home ground - and even trips to the Gunners' European matches via the club's official supporters' plane.
Said Chris Kidd, APB's director of group marketing: 'We will be able to bring drinkers exciting experiences to watch the No 1 club in the No 1 league in the world.
'We will also be helping Arsenal build their brand franchise. It is a compliment to Tiger Beer that Arsenal decided to approach us for this deal.'
However, do not expect an Arsenal visit to this region in the near future, as manager Arsene Wenger is very particular about pre-season conditioning.
Said their commercial director, Adrian Ford: 'Over the past years, Arsene has taken the squad to a secluded part of Austria and this has obviously paid off handsomely. It is difficult to make specific plans for a visit to Singapore.'
Although fans will not see Tiger Beer's logo on the Gunners' jerseys this season, Ford does not rule out future South-east Asian partnerships as main sponsors.
He said: 'We guard our brand name zealously, and choose our partners carefully. But Arsenal are a growing international brand and, if we can work closely with our global partners, we will be delighted to build on this initial agreement.'
Besides this partnership with Tiger Beer, Arsenal also extended their main sponsorship deal with O2, Britain's fourth-largest mobile phone company, yesterday.
Media reports put the deal to be worth S$38 million.
Other Arsenal sponsors include Nike, Ladbrokes and Samsung.
Tiger Beer has been the official broadcast sponsor for ESPN Star Sports on the English Premiership since 2002, and has sponsored South-east Asia's top football tournament, the Tiger Cup, since 1996.
As early as tomorrow, two Singapore fans will be able to win free trips and stadium tickets in a lucky draw to watch Arsenal at Highbury.
To enter the draw, they will need to dress in national colours of red or white and purchase beer at the Tiger Football Night screening of the Community Shield match between Arsenal and Manchester United at Chijmes.