Manchester City smashed previous sales figures during the 2022/23 season, selling over 20,000 extra pints per game at the Etihad Stadium.
The club, which secured an historic treble with triumph in the Premier League, UEFA Champions League and Emirates FA Cup during the 2022/23 campaign, also recorded incredible success away from the football field.
Manchester City continue to enjoy impressive financial success, despite being hit with a swathe of Premier League charges for alleged breaches relating to a prolonged period between 2009 and 2018, in February.
Etihad bosses have strenuously denied any wrongdoing, and the 115 charges have yet to impact the club when completing sponsorship deals or in the transfer window, with four first-team additions during the summer.
Mateo Kovacic, Josko Gvardiol, Jeremy Doku and Matheus Nunes all moved to the Etihad Stadium during the recent transfer window, as Pep Guardiola significantly overhauled his first-team squad, amid the exit of senior duo Ilkay Gundogan and Riyad Mahrez.
Gundogan captained Manchester City during their treble-winning campaign, and scored a brace at Wembley Stadium during the FA Cup Final against Manchester United – netting a record-breaking volley just 12 seconds into the clash.
Despite a number of departures and the Premier League charges; Nathan Ake, Rico Lewis, Bernardo Silva and Kyle Walker all signed new long-term contract extensions.
Major Manchester City sponsors also agreed new deals, with the Manchester Evening News revealing that both OKX and Asahi have signed new partnership contracts.
Asahi, a major Japanese beer brand, reportedly sold 20,000 more pints per game at the Etihad Stadium last season compared to previous partner Heineken.
Asahi Super Dry became a Global Partner of the City Football Group in 2022, selling beer at the Etihad Stadium on the concourse and in ‘Tunnel Club’ hospitality.
The beer brand’s latest deal with Manchester City also includes a £20 million kit sponsorship, as Asahi’s new non-alcoholic 0,0% beverage became the new official training kit partner for the 2023/24 season.
Speaking to ManCity.com following the announcement of the new deal, City Football Group’s Chief Commercial Officer Esteve Calzada said: “We’re delighted to announce this extension to our partnership with Asahi Super Dry today.
“Manchester City looks to engage with leading global brands within their respective industries and Asahi Super Dry are no different. Not only does Asahi Super Dry align with our values but also allows us to explore further expansion in key markets for the club.
“This partnership has been incredibly successful so far and Asahi Super Dry been an integral part of celebrations last season – whether in Manchester, Istanbul or elsewhere – we look forward to developing further exciting opportunities throughout this new agreement.”
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