Tiger Beer crowns MY's Red Devils to bring fan voices to Manchester United Museum

Tiger Beer Malaysia has given Malaysia’s Manchester United supporters a moment to remember, selecting two fans as winners of its Roar United Showdown. The duo will personally deliver the Roar United Archive, a collection of nearly 500 fan stories, to the Manchester United Museum at Old Trafford.

The finale brought ten finalist pairings together for a night of football trivia and storytelling, celebrating the connections fans share across generations. Finalists recounted how their love for Manchester United was passed down through family or friendships, with stories of match-day rituals, shared victories, and lifelong fandom forming the backbone of the Roar United Archive.

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The trivia rounds tested knowledge of legendary players, historic victories, and iconic club moments, turning the event into a full-fledged celebration of Malaysia’s Red Devils community.

Tiger Beer, as Manchester United’s official beer partner, highlighted the unifying power of football through Roar United, aiming to celebrate the passion of Malaysia’s supporters and create moments for fans to connect, share their stories, and celebrate together.

The archive is now set for a 6,000-mile journey to its home in Manchester, carried by the winners themselves.

“We wanted to give Malaysia’s Manchester United supporters a meaningful platform to share their voices and the stories that define their connection to the club. What we saw tonight was the true spirit of Tiger Beer - fans coming together to uncage their passion, pride, and that unmistakable energy that unites Red Devils everywhere," said Julie Kuan, marketing manager of Tiger Beer Malaysia.

She added, "These are the moments that roar, and we’re proud that our winners will bring this shared spirit from our supporters here to the Manchester United Museum." 

Speaking on their win, Bon Lee Ngee and Loh Shao Wei said, "We are still wrapping our heads around this, the win feels surreal. We came in with zero expectations, and now, we are about to live a dream we have carried since day one. Old Trafford always felt out of reach, but now it’s real. We’re proud to carry the passion of Malaysia’s Red Devils fans all the way to the Manchester United Museum." 

The Roar United initiative follows a broader trend of alcohol brands experimenting with football-themed fan activations across Asia. In May, Heineken launched “Trust bars” in Seoul, a series of 24/7 self-service bars allowing fans to order, pay, and pour pints during UEFA Champions League matches, even in the early hours of the morning.

Developed with LeGarage, the innovation arm of creative agency LePub, the concept addresses both the high cost of keeping bars open overnight and Korea’s tech-forward, trust-based culture. Built for scalability, the model is also set for potential expansion into Japan and Singapore, combining convenience, tech innovation, and responsible service to meet fans’ needs.

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