The deal makes the brand the principle sponsor and gives the lager the rights to exclusively supply more than 22 bars at the event. Carlsberg will also be able to run competitions in bars and on-pack, offering consumers VIP tickets and access to promotional events. The brewer is also working with the organisers to create a totally new experience in the famed Glade area at the festival.
Nigel Bryant, regional sales manager, said: "Securing the agreement came down to our proven track record in supplying and operating large events."
Glastonbury founder and organiser, Michael Eavis, said that it was the brand's environmental and ethical policies that had helped secure the deal. "The brand is a great fit with the festival ethos. Carlsberg has a code of responsible management, governing its behaviour in all business relations and has dedicated programmes such as the environmental policy and beer awareness policies."