Carlsberg has secured a three-year deal as official beer partner of the Barclays Premier League.
The brand, which is already official beer of clubs Liverpool, Arsenal and Tottenham Hotspur, said the deal would give it a range of ways to connect with football fans, including the use of official logos and imagery, hospitality and content for online and social media channels. The agreement will run from 2013/14 until the end of the 2015/16 season.
“At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League,” said Carlsberg UK CEO Benet Slay. “This new partnership strengthens our existing portfolio and we look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”
Premier League chief executive Richard Scudamore said the international profile of both the Premier League and Carlsberg made the brand an excellent partner. “The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high-quality football competition that is enjoyed by fans at home and abroad,” he added.
Carlsberg’s association with football kicked off in the 70s when the brand sponsored the Danish national team and national league. It has sponsored the European Football Championships since 1988 and also sponsored the 1990 World Cup and the Champions League in 2003 and 2004.