The beer is the exclusive sponsor of Sky Movies Indie, one of Sky's recently rebranded movie channels.
The deal, which will see Tiger's sponsorship credits on some 10 films on the channel each day, credits on trailers and a monthly 15-minute background programme on films, aims to capture a wider consumer audience.
Tiger will also sponsor the TV series Anthony Bourdain: No Reservations, on UK lifestyle channel Discovery Travel & Living, in April and July.
The beer will be targeting 18 to 34-year-old web users in a campaign on media sites such as Cool Hunting, Urban Junkies and LoveFilm, and it is to revamp its website www.tigerbeer.co.uk. The £5 million investment also includes sales promotions, PR, consumer events and a beer sampling programme.
Marketing manager Steven Greaves said: "This year is getting more exciting for us by the second. Our investments across all aspects of the business will equip us to become the leading Asian beer in the UK."