AdminA roar of passion is set to erupt in the heart of the capital as Tiger® Beer teams up with Manchester United to launch The Trafford Den—a first-of-its-kind pop-up bar crafted to immerse fans in the legendary spirit of Old Trafford. From 24th to 28th May, Malaysian supporters will step into an electrifying fanzone at No. 19, Jalan Doraisamy, where football dreams come alive and the distance between Asia and Manchester vanishes in a sea of red, gold, and roaring camaraderie.
A home ground for Malaysian United faithful
The Trafford Den isn’t just a bar—it’s a five-day celebration of football devotion. The event kicks off from 24th to 26th May with immersive experiences designed to replicate the essence of Manchester United’s Theatre of Dreams. From heritage-inspired décor to communal storytelling, fans will be transported straight into the heart of United history. Early registrants who sign up before 24th May will even be rewarded with a complimentary Tiger® Beer, while stocks last.
“Football is more than a game—it’s a force that unites continents, generations, and hearts,” said Julie Kuan, Marketing Manager of Tiger® Beer Malaysia. “Manchester United has engaged with its Asian supporters through past tours, but distance has often limited deeper connections. Tiger® Beer changes that.”
By creating a space where stories are shared and bonds are forged over ice-cold brews, The Trafford Den becomes more than an event—it becomes a symbolic home for Red Devils in Asia.
Once-in-a-lifetime encounters with United legends
The highlight of the celebration takes place on 27th May, when lucky fans will meet Manchester United legend Nani and select current players. Access to this exclusive gathering can be unlocked by purchasing buckets of Tiger® Beer during the event, giving fans the chance to toast with their heroes and collect autographs on cherished memorabilia.
The excitement continues on 28th May with a special appearance by former defender Wes Brown. The first 50 fans on site will enjoy an intimate session with the decorated legend, hearing untold stories and capturing photos that will be treasured for a lifetime.
“Meeting the legends we’ve grown up watching—it’s something beyond words,” said Haziq Rahman, a 29-year-old fan from Ampang. “This is not just about football. It’s about memories, pride, and finally feeling seen by the club we’ve loved for decades.”
Live match screenings & fan tributes
The Trafford Den transforms into a roaring stadium on 25th May as United face Aston Villa in a crucial Premier League match. Fans will gather shoulder-to-shoulder for a live screening, their chants echoing through the night in a shared expression of unwavering support. The space, energized by the bold spirit of Tiger® Beer, will bring strangers together as one red-clad family.
Adding emotional weight to the celebration, a monumental Tiger® Beer x Manchester United banner will be signed by fans and sent to Old Trafford. The gesture serves as a powerful message—Asian fandom is not just vibrant; it’s fierce, loyal, and worthy of recognition on the global stage.
The spirit of Old Trafford in Kuala Lumpur
This groundbreaking campaign by Tiger® Beer underscores the power of partnerships in sports marketing. As the official beer partner of Manchester United, Tiger® Beer doesn’t just sell a product—it delivers belonging. The Trafford Den is not only a place to enjoy football; it’s a place to be seen, to be heard, and to roar in unison with the global United community.
“At The Trafford Den, we prove that passion knows no borders,” Kuan added. “The Theatre of Dreams is not just in Manchester—it’s also right here, in Kuala Lumpur.”
The Trafford Den opening hours (No. 19, Jalan Doraisamy, Kuala Lumpur):
- 24 May (Sat): 12:00PM – 11:00PM
- 25 May (Sun): 12:00PM – 1:00AM (Live match: Man United vs Aston Villa)
- 26 May (Mon): 12:00PM – 11:00PM
- 27 May (Tue): 6:00PM – 11:00PM (Contest winners only before 6:00PM)
- 28 May (Wed): 12:00PM – 11:00PM (First 50 fans meet Wes Brown)
Register now at: https://thetraffordden.signupspace.com
Follow: @tigerbeermy and @manchesterunited on Instagram
Note: Tiger® Beer activities are strictly for non-Muslims aged 21 and above. Drink responsibly.
Jimmy Tan
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