Asia Pacific Breweries has signed a three-year marketing deal with European football champions Barcelona as the Spanish club looks to boost its profile in South-East Asia.

The Singapore-based brewer told just-drinks today (11 July) that the agreement, which centres around its flagship Tiger Beer brand, will see Barcelona undertake a series of promotional activities to win new fans in the region.

An APB spokesperson said: "Tiger consumers and soccer fans in South-East Asia can look forward to a myriad of 'money can't buy' soccer experiences. These include tickets and paid trips to catch Barcelona play live at the famous Camp Nou Stadium."

Football fans in the region will also have the chance to win club jerseys and other memorabilia.

Barcelona is the latest high-profile European football club to try to tap into the insatiable demand for football in Asia. English clubs Manchester United, Liverpool and Chelsea have all gone on tours of the region in recent years to build their brand image among consumers.