Carlsberg is to sponsor some of the UK’s largest music festivals thanks to a new deal with Live Nation.
The Danish brewer has signed an extended five-year sponsorship deal with the live entertainment company, whose festival portfolio includes Reading, Leeds, Download, Creamfields, Virgin V Festival and Latitude.
It means Carlsberg will have “unprecedented” partner, sponsorship and official supplier rights for Live Nation’s festivals. Carlsberg will become the official beer and Somersby the official cider for the events.
“Our partnership with Live Nation is another step towards revitalising the Carlsberg brand in the UK,” said Carlsberg vice president of marketing Liam Newton.
“We know that festivals and live music connects with millennials, and through our planned festival activations and innovative digital plans we will find multiple ways for our beer and cider brands to engage music lovers.”
It follows the launch of a £15m push for Carlsberg and Carlsberg Export last week in a bid to revive UK sales of the brands, which dropped in the off-trade by almost £100m last year [Nielsen 52 w/e October 2016].