Carlsberg UK has launched an on-pack promotion that entitles the winner and a friend to seats at every event held at the new stadium from 1 August 2007 to 31 July 2008.
Take home marketing controller Ged Lowry said: "Carlsberg is the official beer of England and Wembley Stadium itself, so this is the ideal promotion."
Promotional packs will be available in all cash and carries, impulse and multiple convenience stores until December 2006. The promotion calls for consumers to text a unique code to a hotline for their chance to win.
"Our close association with Wembley Stadium is part of an ongoing and significant investment in the Carlsberg brand."
The promotion will feature on seven different pack formats, including some packs of Carlsberg Export.