Tim Palmer Carlsberg's efforts to be the dominant beer brand in English football were reinforced this week when it signed a multi-million pound deal to become one of the game's big four commercial sponsors. Announcement of the agreement with the Football Association this week was timed to make the most of the attention focused on the England team as it left for Dubai in preparation for the World Cup. Carlsberg-Tetley has acquired exclusive ownership of the FA's Men's Football' scheme in a four-year agreement which provides the Danish lager with sponsorship of the England team and the FA Cup. It also improves its association with the game's grassroots by making it title sponsor of the FA Trophy, FA Vase and Sunday Cup. The deal comes with perimeter signage at all England and FA Cup matches, exclusive display rights, broadcast sponsorship packages, internet rights and access to stadia. The brewer has not revealed the price of the deal but two of the FA's other commercial sponsors, Nationwide and MacDonald's, are said to be spending £30m each over the four years. Cash for Carlsberg is not in short supply this year as the brewer has already spent £28m on the relaunch of the Carlsberg Lager and Export brands. Managing director Doug Clydesdale made it clear he has big plans for the brand and would be competing aggressively. News of the latest sponsorship follows hot on the heels of another deal that made the brand the official backer of the European Championships in Portugal in 2004 and 2008. Clydesdale said: "The FA deal is an important part of the jigsaw in our plans for the brand. The next step is to build a cohesive programme around the European Championships, England and the FA Cup to deliver real excitement." {{DRINKS }}