No. It's not April 1. I checked.
So it is real news.
Manchester United, struggling to win games and pondering whether to sack their coach, have just unveiled a new sponsorship deal: with a beer brand.
Singapore-born Tiger Beer is the new "official beer partner" of Manchester United "bringing together the iconic Asian brewer and one of the most popular and successful sports teams in the world, to enhance experiences and deepen engagement with United fans globally".
How a sponsorship deal enhances experiences is not really explained. It's just PR blah. Money talks.
The media release says "the partnership launches at an exciting moment in Tiger Beer's bold brand evolution, heralding a new era for the company and its football-loving consumers. In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership."
OK. Enough already.
Events planned include "co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region".
What of Manchester United, the biggest under-achievers in the Premier League?
Florence Lafaye, the club's commercial director, has plenty of spin to add.
"Tiger Beer's dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before," she said. "Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community."
# Tiger is the number one international premium beer from Asia and is available in more than 60 markets across the globe. For more info see www.tigerbeer.com
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