July 1 – Arsenal have pulled off another shrewd piece of business, securing Japan’s premium beer giant Asahi Super Dry as their new global beer partner in a deal that transforms the Emirates Stadium drinking experience from the 2025/26 season onwards.
For Gooners heading to N5, this means one thing – no more queuing for subpar pints. Asahi UK are taking over the taps across the Emirates, bringing their flagship Super Dry lager alongside Cornish Orchards cider and Meantime ales to every corner of the ground. Both men’s and women’s fixtures get the full treatment.
The Japanese brewing powerhouse aren’t just slapping their logo on the stands and calling it a day. They’re planning a complete overhaul of the stadium’s drinking establishments, with revamped bars and digital campaigns featuring Arsenal legends.
“This is about our supporters first and foremost,” Arsenal’s Chief Commercial Officer Juliet Slot insisted, and for once, the corporate speak actually rings true. “Asahi brings world-class quality to match our ambitions on the pitch.”
The timing couldn’t be sweeter for Asahi UK. Their Super Dry brand is absolutely flying – up 33% in value while the premium lager market crawls along at just 10.4% growth. That’s £68 million in additional revenue, and now they’ve got Arsenal’s global fanbase to target.
Rob Hobart, Asahi UK’s Marketing Director, knows exactly what he’s bought into: “Arsenal are a global powerhouse. Getting our premium beers into the hands of Gooners worldwide? That’s marketing gold.”
For Arsenal, it’s another sign that the commercial machine behind Mikel Arteta’s title charge is firing on all cylinders. Premium partnerships with premium brands – exactly what you’d expect from a club dead serious about returning to the summit of English football.
The only question now? Whether Asahi Super Dry tastes better when Arsenal are actually winning silverware.
Contact the writer of this story at info@insideworldfootball.com