Asahi Super Dry and Arsenal Strike New Multi-Year Partnership
Author: Communications Team
Date: 30 06 2025 09:00
• Asahi Super Dry becomes the Official Beer Partner of Arsenal
• The move builds on Asahi Super Dry’s credentials as an iconic Japanese brand and longstanding supporter of sport
Asahi Super Dry and Arsenal have today announced a new global partnership that will see Japan’s number one beer become the club’s Official Beer Partner.
The partnership will see Asahi UK gain exclusive pouring rights for lager, ale and cider at the club’s home ground, Emirates Stadium, serving supporters on matchdays across both men’s and women’s fixtures from the beginning of the 2025/26 season.
Asahi’s world-class brands – Asahi Super Dry, Cornish Orchards and Meantime – will be served at bars throughout Emirates Stadium and showcased to supporters through new, revamped bars and branding.
The agreement will also see Arsenal legends become part of new digital content and campaigns, connecting with Arsenal’s supporters around the world.
Juliet Slot, Arsenal’s Chief Commercial Officer, said “We’re delighted to welcome Asahi as our new official beer partner - one of the world’s most recognised and popular beer brands. Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe. We’re proud to have brands like Asahi invest in our ambition and join us on our journey to win major trophies.”
Rob Hobart, Marketing Director for Asahi UK, said: “Partnering with a global powerhouse like Arsenal to bring our range of Super Premium Beers and Cider, to supporters in London and around the world, is truly exciting.”
“We will bring Gooners a new range of our best products for matchdays, led by Asahi Super Dry, supporting us to grow our presence in London and the Southeast. This collaboration marks an exciting step in our journey as a brand, broadening our reach and building meaningful connections with football supporters.”
Asahi Super Dry is driving growth in the market, up by +33% in value sales vs 10.4% for the premium draught lager category and the brand delivered £68m in growth in the latest year.
NOTES TO EDITORS
For further information please contact:
Shoma Amin at Asahi UK – Shoma.Amin@asahibeer.co.uk +44 7788 345 806
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of super-premium beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.