Arsenal Football Club has unveiled a landmark global partnership with Asahi Super Dry, marking the beginning of a new era for fan experiences at the Emirates Stadium. The Japanese beer giant will become Arsenal’s Official Beer Partner starting from the 2025/26 season.
This multi-year collaboration grants Asahi UK exclusive rights to serve lager, ale, and cider at all men’s and women’s fixtures held at the stadium. The partnership ensures that fans will enjoy a range of Asahi’s premium beverages—including the flagship Asahi Super Dry, Cornish Orchards, and Meantime—at various bars throughout the venue.
More than just a pour-rights deal, the partnership also features Arsenal players taking centre stage in Asahi’s upcoming digital and brand campaigns, reinforcing the synergy between two globally respected institutions.
The announcement follows a period of exceptional growth for Asahi Super Dry, with the brand experiencing a 33% year-on-year surge in value sales—contributing an impressive £68 million in growth over the past 12 months. This move also aligns with Asahi’s expanding presence in global sports, notably their current long-term sponsorship with World Rugby through 2029.
Strategic Insight: Elevating Fan Experience Through Premium Partnerships
At 365247 Consultancy, we view this collaboration as a case study in premium brand alignment. Asahi’s positioning as a global leader in quality and innovation mirrors Arsenal’s ambitions on and off the pitch. The integration of brand storytelling through player-led campaigns, combined with tangible matchday upgrades at Emirates, demonstrates how beverage partners can go far beyond signage and taps.
With Arsenal’s global fanbase and Asahi’s growing international footprint, this partnership has potential to unlock significant brand equity, particularly in emerging beer markets and among Gen Z consumers who value authenticity and experience.
Thinking Beyond the Pour
For rights holders and sponsors looking to create high-impact partnerships in the sports and beverage industries, this deal sets a benchmark in strategic alignment, fan engagement, and commercial uplift.
