Carlsberg signs Premier League beer deal
18th January, 2013 by Andy Young
Carlsberg has signed a three-year deal to become the “Official Beer Partner” of the Barclays Premier League. The new deal will run for three seasons from 2013/14 until the end of the 2015/16 season.
The Premier League has been without an official beer partner since a deal with Budweiser ended in 2010.
The partnership will see the Carlsberg brand used at official events as well as on match days and in hospitality.
Tom Moradpour, vice president of the Carlsberg Brand, 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 we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.
“This new partnership significantly strengthens our existing portfolio and we look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”
Carlsberg is already the official beer of the England football team and has partnerships with a number of Premier League clubs including Liverpool, Arsenal and Tottenham Hotspur.
The Premier League’s chief executive, Richard Scudamore, said: “We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League’s official beer partner.
“The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg – one of the most renowned breweries in the world – an excellent partner for us.
“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.”