The Official Beer Partner of Manchester United is giving Red Devils fans in Malaysia a chance to share their stories, celebrate their passion, and even win an unforgettable trip to the Theatre of Dreams.
Tiger Beer is calling on Manchester United supporters across Malaysia to raise their voices – and their glasses – through a bold new campaign celebrating the loyalty that has united generations of fans. As part of its Roar United initiative, the brand is transforming the shared spirit of football into something lasting: a collection of stories and experiences that will travel all the way to Old Trafford itself.
At the heart of the campaign is the Roar United Archive, a living tribute to the devotion of Malaysian fans who have stood by the club through triumph and heartbreak alike. Tiger Beer, the Official Beer Partner of Manchester United, has opened submissions from October 20 to November 23, inviting fans to share the personal stories behind their love for the Red Devils – and to honour the family members, friends, or mentors who first introduced them to the team.
Each participant will receive a personalised e-invite to reconnect over a Tiger Beer and shared memories of the club that brought them together. But one lucky fan will go further than anyone else: they’ll hand-deliver Malaysia’s Roar United Archive to Old Trafford, where it will be showcased in the Manchester United Museum, ensuring the voices of Malaysian fans are heard alongside the legends themselves.
CELEBRATING THE ROAR OF LOYALTY
Football fandom in Malaysia runs deep. For many, supporting Manchester United has become a generational tradition, passed from one family member to the next. “The passion for Manchester United has echoed across communities for decades,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia. “It’s been passed from fathers to daughters, uncles to nephews, and friends who become family. That devotion – that roar – refuses to fade.”
Kuan added that Roar United embodies Tiger Beer’s core philosophy of uncaging passion and celebrating connection. “Football is where that spirit comes alive. We are proud to give Manchester United fans in Malaysia the chance to make their voices heard at Old Trafford. When fans unite over football and Tiger Beer, the moments they create live on forever.”
To build momentum, Tiger Beer is hosting football-themed activations at selected bars nationwide this November. Fans can record their stories for the Roar United Archive and take part in skill-based challenges for a chance to win exclusive Tiger x Manchester United merchandise.
The top 10 most inspiring stories will earn their storytellers a spot at an exclusive event in Kuala Lumpur, where finalists will compete for the campaign’s grand prize – an all-expenses-paid trip for two to Manchester, representing Malaysia’s Red Devils faithful on football’s most hallowed ground.
PROMOTIONS, PRIZES, AND PASSION
To complement the campaign, Tiger Beer has launched a series of nationwide promotions running through November 30, giving consumers the chance to win limited-edition Tiger x Manchester United merchandise and travel experiences.
In participating coffee shops and food courts across Peninsular Malaysia (from now until November 15), fans who purchase big bottles of Tiger Beer can check under the caps for a special image to win one of 500 Tiger x Manchester United luggage bags or 7,000 duffel bags. Meanwhile, in East Malaysia, consumers who buy two big bottles of Tiger Beer and one of Tiger Crystal will receive a free exclusive drawstring bag, available while stocks last.
Bars, pubs, hypermarkets, supermarkets, convenience stores, and 99 SpeedMart outlets nationwide are also part of the promotion, along with Tiger Beer’s digital store partners. Fans who purchase Tiger Beer, Tiger Crystal, or Tiger Soju Flavoured Lager can submit their entries to win prizes including six grand trips for two to Manchester, as well as 5,000 Tiger x Manchester United goodie bags filled with merchandise such as caps, keychains, footballs, and luggage tags.
All promotions and prizes are subject to terms and conditions and are available while supplies last. Tiger Beer reminds consumers that all campaigns and activities are strictly for non-Muslims aged 21 and above, and it continues to advocate responsible drinking and road safety.
UNITING THROUGH FOOTBALL AND PRIDE
Tiger Beer’s collaboration with Manchester United taps into a deep well of local pride, connecting Malaysian fans to one of the world’s most storied football clubs. The partnership aims not just to celebrate the shared passion of supporters, but to elevate it – creating meaningful connections that bridge continents through football.
By combining authentic storytelling with exclusive rewards, Roar United gives fans a chance to contribute to Manchester United’s legacy while shining a global spotlight on Malaysia’s passionate football community.
“Fans here have always shown incredible loyalty,” Kuan said. “Now, they’ll have the opportunity to see that loyalty recognised on a world stage. We want the roar of Malaysia to be heard in Manchester.”
Through initiatives like Roar United, Tiger Beer continues to demonstrate that sport has the power to unite people across backgrounds and generations – and that local pride can travel far beyond borders.
For full details on the campaign, promotions, and participation mechanics, visit the Roar United microsite or Tiger Beer’s official social channels:
Website: Roar United (https://uncage.tigerbeer.com/)
Facebook: TigerBeerMY
Instagram: @TigerBeerMY
Shopee: Heineken Official Store
