Son Toasts Tiger Beer Endorsement
Tottenham Hotspur FC striker Son Heung-min has scored an endorsement deal with the Heineken-owned Tiger Beer brand.
To kick-off the partnership, the South Korea national team captain will be the face of a multi-territory campaign entitled ‘Year of Your Tiger’.
Tiger Beer will celebrate its 90th anniversary this year, while 2022 is also the lunar year of the tiger.
As part of the agreement, Son will also be utilised in the Singaporean brand’s long-running ‘Uncaged’ marketing campaign that has been running primarily in the Asia-Pacific region.
The CAA Base sports agency, which started representing the three-time winner of the AFC Asian International Player of the Year award during the 2020-21 season, brokered the deal.
“The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves,” Son said. “I’m delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the tiger.”
Son, who joined Tottenham in 2015 from German Bundesliga club Bayer Leverkusen, is a hugely popular figure in his native country, having featured for his national team at the 2014 and 2018 FIFA World Cups.
Aside from his partnership with Tiger Beer, he has other endorsement deals with the likes of Cartier, Gillette and Samsung.
Tiger Beer Global Brand Director Sean O’Donnell added, “Son is a global icon who perfectly embodies the spirit of Tiger Beer – he is courageous, confident and unstoppable. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves.”
