Tiger renews title sponsorship for Street Football, expands event to Australia

Asia-Pacific Breweries has extended its two-year partnership with ESS for another two years, through 2014. What’s more, the Tiger Street Football event will also expand to new markets including Australia, Cambodia and Mongolia. It is currently held in Singapore, China, Malaysia, Thailand and Vietnam.

The game is fast-paced, with two six-minute halves played in a five-a-side format, with a substitute member from each team.

Tiger Beer has been a major sponsor of football events both in Asia and globally. It is the official partner for football club Arsenal in Southeast Asia. Prior to that, it also had a tie up with FC Barcelona. The beer brand has also used football star Wayne Rooney in many of its campaigns.

To heighten the buzz for the upcoming Tiger Street Football, the company will be touring international street-football teams. The brand will also announce an event ambassador shortly.

ESS Event Management has also extended its partnership with Indonesian tyre manufacturer PT Multistrada Arah Sarana Tbk for motorsport event the Achilles Formula Drift Asia, which began in 2011. Multistrada Arah Sarana Tbk will be title sponsor for the event until 2015.

“Our goal has always been to advance the world of drift racing, and this partnership aims to elevate our Achilles brand as a premium tyre brand across the region,” said Pieter Tanuri, president director, PT Multistrada Arah Sarana Tbk.

The renewal of the Achilles Formula Drift Asian Series will see the event take place in Australia for the very first time, in line with the company’s aim to expand its presence in the region.

ESPN did not disclose viewership figures for the events.