ASM Global Strikes ‘Landmark’ Partnership With Asahi

Venues management giant ASM Global lifts the lid on an exclusive five-year partnership with Asahi Lifestyle Beverages, Asahi Beverages’ non-alcoholic drinks business in Australia.

Through the “landmark deal,” which is how ASM Global describes it in a statement issued Monday (Jan. 16), Asahi will supply drinks to nine venues across the country, including Sydney’s Qudos Bank Arena; Brisbane Entertainment Centre, and Perth’s RAC Arena.

According to ASM, those nine combined sites accommodate more than 5.2 million annual guests, who knock back more than 1.5 million drinks each year.

“We continue to seek out new ways to service our loyal patrons and owners, and this partnership enriches visitor and guest experiences and provides more choice of product at our venues,” comments ASM Global APAC chairman and CEO Harvey Lister.

It is “in step with a strengthening trend in Australia and aligns with ASM Global’s own policies regarding the health and safety of fans and visitors to our many venues across Australia.”

Financial terms weren’t disclosed.

Don Elford, director of global partnerships at ASM Global APAC, welcomes the arrangement as a “win win,” one that includes Asahi brands Pepsi Max, Solo, Schweppes, Lipton Iced Tea and Cool Ridge Water.

When brokering the deal, Elford adds, ASM Global Partnerships “put the patron and fan experience first and foremost. Asahi proved they can enhance the fan experience through quality products, healthy choices, sustainability and reliable supply and service. ASM Global will deliver Asahi a unique, discerning audience that will embrace quality offerings while enjoying events they are very passionate about.”

ASM Global’s bulging portfolio numbers more than 350 arenas, stadia, convention centres and theatres across five continents, and includes Manchester Arena, Miami’s American Airlines Arena and Chicago’s Soldier Field.

ASM was formed following the completion in 2019 of the merger of AEG Facilities and SMG.

Its Asia Pacific affiliate was previously known as AEG Ogden, and is headquartered in Brisbane.

ASM venues included in Asahi Lifestyle Beverages partnership:
Qudos Bank Arena, Sydney
Brisbane Entertainment Centre
RAC Arena, Perth
International Convention Centre Sydney
Brisbane Convention & Exhibition Centre
Aware Super Theatre, Sydney
Newcastle Entertainment Centre
Cairns Convention Centre
Darwin Convention Centre