Tiger Beer changes the rules of football

Tiger Beer has launched the Tiger Street Football campaign with the help of iris Singapore. In its fourth year, the campaign launches with an online film, featuring acclaimed former international football star, Deco.

“If football is so beautiful, why do we keep it caged?” says Deco in the TVC which shows a stadium torn down as a dramatic symbolic display of what Tiger Street Football is all about. Meanwhile, the www.uncagefootball.com is the digital participation platform where fans get to let Deco know what they love and hate about football and are given the opportunity to change the rules of the game.

Deco will then choose a new fan rule to be implemented in every match at each country the tour reaches, to showcase the best in Asian football creativity and showmanship. The Tiger Street Football campaign will showcase events in Cambodia on 9 August, Mongolia on 23 August and Singapore on 6 September 2014.

Check out the campaign video below:


“In 2014, Tiger Street Football is going to take the beautiful game to a new level,” Mie-Leng Wong, tiger global brand director at Heineken Asia Pacific said.

“We’re unshackling the rigid, overly tactical traditional form of the game; by providing a platform that offers the chance for consumers to literally change the rules and celebrate the freedom of street football, with the natural football talent that exists across Asia."

Simon Breen, business director (Singapore), iris said: “Tiger Street Football celebrates Asian street football’s freestyle beauty in every match – led by players and viewers alike. There’s no such thing as a 0-0 bore draw and everyone has the chance to make the game even more exciting.”