Ahead of the start of the 2023 MLS season this weekend, Asahi Super Dry has been named an official partner of both MLS Canada and the Vancouver Whitecaps.

As part of the sponsorship, the beer brand will have a presence during matches broadcast on TSN, RDS and AppleTV, as well as in Canadian MLS venues. At BC Place in Vancouver, Asahi will have a more prominent presence with the Asahi Super Dry Landing, a special area behind the player benches featuring food and Asahi Super Dry. The area first launched ahead of last year’s MLS season.

Outside of the matches, Asahi will also utilize its partnership in on- and off-trade programs.

“Soccer is a beloved sport in Canada, and this partnership provides us with the incredible opportunity to tap into the excitement of the game and connect with fans from across the country in a meaningful way while bringing our premium beer, including our newly launched 0.0%, to the forefront of the sport,” said Keith Fawcett, general manager of Asahi Canada.

Asahi Super Dry’s other soccer sponsorships include the Premier League’s Manchester City, as well as Melbourne City, Yokohama F. Marinos and Sichuan Jiuniu. It is also the official beer of the 2023 Rugby World Cup 2023.

Featured image courtesy Vancouver Whitecaps.