Melbourne City announce Asahi Super Dry as their Official Beer Partner

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Melbourne City

Melbourne City FC have announced a new partnership with Asahi Super Dry which will see the Japanese drink company take on the role of the Club’s Official Beer Partner.

This new multi-year deal will put Melbourne City fans at the heart of the partnership with a strong presence at AAMI Park and through a series of giveaways and competitions.

The deal also sees Asahi Super Dry become the Official Beer Partner of three other City Football Group clubs; Manchester City, Yokohoma F. Marinos and Sichuan Juiniu.

The brand’s new moderation choice, Asahi Super Dry 3.5% will be available for purchase for not just all City home games, but a host of events at AAMI Park from the start of the 2022/23 season.

In conjunction with Asahi, the club will soon be announcing some campaigns where City fans will be able to win tickets, merchandise and premium stadium experiences.

Melbourne City CEO Brad Rowse said in a statement:

“We are really excited to be welcoming Asahi Super Dry as our new Official Beer Partner,” he said.

“Asahi is a premium product and perfectly complements our fans’ tastes and lifestyle. We have already started to work with the team at Asahi on how we can expand the traditional boundaries of sport sponsorship and deliver several exciting experiences for our fans.

“It is also encouraging to see Asahi Super Dry coming onboard with multiple clubs across City Football Group, allowing us to further showcase and build the strength of the brand around the world.”

Carlton & United Breweries CEO Danny Celoni added via Melbourne City:

“We are excited to start giving Melbourne City fans a taste of modern Japan, and to be finding new and exciting ways to connect this sponsorship to our customers to ensure we continue to drive category expansion.

“Asahi Super Dry is Japan’s No.1 beer and is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers.

“It is wonderful to partner with a club that shares our commitment to excellence. We are constantly innovating at Asahi Beverages and look forward to elevating the fan experience at Melbourne City.”

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Melbourne Victory’s reaffirmed partnership backs local businesses

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Image credit: FiledIMAGE / Shutterstock.com

In an announcement made on Tuesday, Melbourne Victory revealed their continued alliance with the Committee for Melbourne. The partnership aims to unite and support local businesses, and grow sporting communities across Victoria.

The intersection for business and sport

The partnership between Melbourne Victory and the Committee for Melbourne stands as a reflection of the city’s leading culture for both business and sport.

The Committee for Melbourne strives to provide Melbourne with a better present and future, focusing on affordability, livability and sustainability. It is the result of a merger between two organisations – the Committee and the Melbourne Chamber of Commerce – resulting in an oragnisation backed by 200 years of combined expertise.

Furthermore, Melbourne Victory, through the Victory in Business (VIB) network, proudly presented by AGL, have facilitated over $225 million in transactions between member companies. It is one of Australia’s largest corporate sporting network groups with over 100 members.

Thus, uniting two organisations of such prestige and past success is an exciting development for business leaders and Victoria’s wider sporting landscape.

Together, they represent something far more important than business partners. Reflected in their extensive support network, they show that connection, success and identity can all be delivered at once.

 

Representing the best of Melbourne

Melbourne Victory Managing Director, Caroline Carnegie, outlined why the connection with the Committee for Melbourne is so important for members and for the city as a whole.

“Melbourne Victory is proud to represent the whole of Victoria – and proud to partner with the Committee for Melbourne to strengthen the link between sport and business,” Carnegie explained.

“Together, we’re building a network that connects people, creates opportunity and celebrates everything that makes Melbourne great.”

Moreover, Committee for Melbourne Chief Executive, Scott Veenker, reflected on the partnership’s connection to Victoria’s culture for business, sport and a united community.

“Business and sport are fundamental to Victoria’s identity and sucess. This partnership connects those worlds – from the boardroom to the pitch – creating real pathways for collaboration, innovation and growth,” Veenker said.

 

A meaningful partnership

As symbols of the city’s passion for sport and business, Melbourne Victory and the Committee for Melbourne have therefore built a connection which benefits all.

It is an alliance built on a shared identity, culture and dedication to making Melbourne an even more united, inclusive and competitive place.

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