Carlsberg in three-year deal with Premier League

18 January, 2013

Carlsberg will be the official beer partner of football’s Barclays Premier League from the start of next season.

The deal will run for three years, until the end of the 2015/16 season, and gives the lager brand use of official Premier League imagery, match-day access and hospitality rights, and content for online and social media channels.

Benet Slay, chief executive of Carlsberg UK, said: “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.

“The Carlsberg brand has a long association with football and this partnership provides us with another platform with which to connect with consumers and football fans around the word and drive greater engagement with the Carlsberg brand.

“We look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”

Premier League chief executive Richard Scudamore added: “The Premier League is well-known and well- followed in the UK and internationally and that makes Carlsberg – one of the most renowned brewers in the world – an excellent partner for us.”

Carlsberg is already a sponsor of the UEFA European Championship in international football and has individual partnership deals with Premier League clubs Liverpool, Arsenal and Tottenham Hotspur.




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter