Arsenal have announced a major new global partnership with Asahi Super Dry, naming Japan’s leading beer brand as the club’s Official Beer Partner ahead of the 2025/26 season. The multi-year agreement was officially confirmed viaArsenal.com and signals a significant boost to the club’s commercial operations and matchday offering.
Under the terms of the deal, Asahi UK will assume exclusive pouring rights for lager, ale, and cider at Emirates Stadium, serving fans during both men’s and women’s matches. As part of the partnership, Asahi’s portfolio including Asahi Super Dry, Cornish Orchards, and Meantime will be available at newly upgraded bars across the stadium. The renovations aim to enhance the overall matchday experience with improved facilities, branding, and hospitality.
Beyond the stadium, the collaboration will feature a suite of digital content campaigns involving Arsenal legends, designed to engage supporters worldwide. The move is part of the club’s ongoing strategy to expand its global footprint and deepen connections with its international fanbase.
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Juliet Slot, Arsenal’s Chief Commercial Officer, expressed excitement about the partnership: “We’re delighted to welcome Asahi as our new Official Beer Partner—one of the world’s most recognised and popular beer brands,” she said.
“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. It also reflects our ambition to compete at the highest level and deliver best-in-class experiences.”
🚨Asahi has replaced Camden Hells as the new official beer at the Emirates Stadium for the 2025/26 season. pic.twitter.com/zw9vuZ7tvw
— now.arsenal (@now_arsenaI) June 30, 2025
Rob Hobart, Marketing Director at Asahi UK, echoed the sentiment: “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,” he said. “This collaboration marks an exciting step in our journey as a brand, broadening our reach and building meaningful connections with football supporters.”
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Asahi Super Dry has seen rapid market growth, with a 33% year-on-year increase in value sales and £68 million in annual revenue. The brand’s momentum and premium positioning made it an ideal fit for Arsenal, who are targeting both commercial growth and on-pitch success.
The deal represents a step up from Arsenal’s previous regional agreement with Camden Town Brewery, expanding the partnership in both scale and international reach.
Asahi’s growing presence in global sports through partnerships with the City Football Group, Rugby World Cup, Vancouver Whitecaps FC, and Manchester City further underlines the brand’s commitment to enhancing fan experiences through premium beverage offerings. The Arsenal collaboration adds another prestigious name to that portfolio, while offering supporters a refreshed, high-quality matchday experience.
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