Vietnamese Energy Drink Brand Wake-Up 24/7 Clinches Manchester City Partnership  

Vietnamese coffee-flavoured energy drink brand Wake-Up 24/7 has struck a regional partnership deal with Premier League club Manchester City. 

Under the deal, the Vietnamese challenger energy drink brand—owned by Masan Consumer Holdings— has become the Premier League giant’s official energy drinks partner in Vietnam as the energy drink wrests to grow its footprint across Southeast Asia. 

Apart from launching Manchester City themed co-branded energy drinks, Wake-Up 24/7 will also get additional LED advertising on matchdays at the Etihad Stadium to push the Vietnamese brand’s expansion efforts.   

Following the deal, Thang Truong Cong, CEO of Masan Consumer Holdings, enthused, “We are thrilled to partner with Manchester City, an organisation that shares our commitment to continuously improving and embracing any opportunity. At Wake-Up 247, we are committed to inspiring consumers to embrace their challenges head-on, fuel their ambition, and push forward with determination. This partnership is a perfect match, as both Wake-Up 247 and Manchester City aim to inspire everyone to achieve greatness.”

Kaitlyn Beale, VP of Global Partnership Sales at City Football Group, added, “We are pleased to announce our regional partnership with Wake-Up 247, as we welcome the brand to our extensive partner portfolio. The club has a passionate following across Asia, including in Vietnam, and we look forward to working with Wake-Up 247 on new and engaging ways to interact with our fans.”

Over the past decade, Manchester City’s on-field successes has led to a significant increase in its fanbase across Southeast Asia, with club sources claiming 100m followers across the region. 

According to ASN data, energy drinks have invested US$53.3m+ in the Asian sponsorship landscape since Q222, with an average quarterly investment of US$4.7m+ during this period.  As for Q125, we are forecasting a rosy quarter with investment of US$6.5m+, an almost 38.9% increase from the usual average.  As for markets, Thailand (58.7%), Japan (23.4%) and Vietnam (8%) are the three largest markets for investment.