Tiger Beer ramps up promotion of English football

Having divorced itself from the sponsorship of one of Asia's most popular tournaments, the ASEAN Cup, Singapore's Tiger Beer is increasing its promotion of the English Premier League and the Arsenal Football Club in the region.

The brewer is currently hosting the Tiger Arsenal Trophy Tour "to give football fans in four Asian countries the chance to celebrate Arsenal’s victory over Manchester United in the FA Cup competition last season". Thailand is the last stop in the tour before the trophy heads back to England.

“Only four countries in Asia - Vietnam, Singapore, Malaysia and Thailand - were privileged to be part of this celebration. We have prepared tonnes of fun activities for die-hard fans of English football to give them a chance to be part of this historical moment and have their picture taken with the trophy. There will also be a parade around Bangkok to mark this great achievement by the Gunners,” said Kitinan Kunapermsiri, marketing manager of Thai Asia-Pacific Brewery Co Ltd, in The Nation.

The Cup and the other Arsenal memorabilia including the boots of all-time leading club scorer Thierry Henry and the jersey of Dennis Bergkamp will be taken on a tour of city hot spots. Celebrities from the entertainment world "who are genuine fans of the English Premier League" will also join in the activities organised by Tiger Beer.