Tiger Beer brings Malaysian Manchester United fans’ stories to Old Trafford

Tiger Beer has taken Malaysian Manchester United fans' stories to Manchester, presenting a commemorative book of their memories to the club and placing it in the Manchester United Museum as the first Malaysian fan story archive to be housed there.

The move marks the culmination of Tiger Beer's "Roar United" campaign, which invited Malaysian supporters to share the memories, friendships and moments that shaped their connection with the club.

Close to 500 submissions from Malaysian fans were compiled into A Roar Across the Ocean, a commemorative book that pays tribute to the passion, pride and generational loyalty of Malaysian fans.

Last year's "Roar United" winner Loh Shao Wei and his partner Bon Lee Ngee were selected to bring the collective stories to Manchester as part of an exclusive Manchester United experience, turning the campaign's fan submissions into a physical piece of the club's history.

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The pair's journey began at the Carrington Training Centre, the club's training ground and academy headquarters, where they watched the squad prepare ahead of matchday, joined an exclusive full-team photo and saw the players warm up and train at close range.

The experience then moved to Old Trafford, where Manchester United faced Ipswich Town. Before kick-off, Loh and Bon took the book onto the pitch and presented it to former Manchester United player Denis Irwin on behalf of the club. They also watched the players warm up from the touchline alongside Irwin.

The book's journey then came full circle at the Manchester United Museum, where the pair presented the book to Rick McGagh, Manchester United's director of fan engagement, completing its journey from Malaysian supporters to the club's home.

For Tiger Beer Malaysia, the campaign was designed to put supporters at the centre of its relationship with Manchester United, rather than focusing solely on access to the club or matchday experiences.

Julie Kuan, marketing manager of Tiger Beer Malaysia, said the brand has always stood with fans who "uncage their passion through football". 

"Seeing the stories of Malaysian Man Utd fans make their way from Malaysia to Old Trafford is a meaningful way to bring our Roar United campaign to a close. Through A Roar Across the Ocean, these memories have travelled all the way to Manchester, ensuring that Malaysian fans' passionate voices echo in the halls of Old Trafford," she said.

The campaign builds on Tiger Beer's broader use of personal stories as a way to drive participation and create more tangible brand experiences. Earlier this month, the brand launched "Tiger courage beats", an AI-powered activation under its "Roar with courage" platform that turns consumers' stories of courage into personalised songs.

While "Roar United" centred on football fandom, "Tiger courage beats" similarly gives consumers a platform to share personal experiences, with those stories transformed into content that can be experienced and shared beyond the initial submission.

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