Manchester City FC: Asahi (beer), training kit sponsor from 2023-24

Japanese brewer Asahi has extended as the official beer of Manchester City FC (Premier League) and will become the club's training kit sponsor from the 2023-24 season, announced the club on 04/07/2023. The agreement, which covers the club's men's and women's teams, will see the group promote its "Asahi Super Dry 0.0%" brand of alcohol-free beer.

The Japanese beers have been distributed in the catering areas at the Etihad Stadium (Manchester, ENG) since the 2022-23 season, under an agreement covering all the clubs owned by City Football Group. Asahi succeeded Heineken as the club's UK beer supplier between 1996-97 and 2021-22. As part of the new agreement, the two parties have created a bespoke 'Champions' bottle to celebrate the Mancunian club's treble (Champions League, Premier League and Emirates FA Cup in 2022-23). No other club in the European Top 5 sells Asahi beers.

In terms of sport, this partnership remains the main marketing investment of the Japanese group, which also owns the beer brands Peroni (official partner of Wimbledon since 2021) and Grolsch. Asahi is also the…