#Denmark #Copenhagen #Carlsberg #UEFA #UEFA EURO 2028

Carlsberg Partners with UEFA for National Team Sponsorship

Carlsberg has recently made waves in the sports world by announcing a long-term partnership with UEFA, making it the Official Beer of UEFA National Team Football. This collaboration will kick off with the European Qualifiers in March 2025, marking a triumphant return for Carlsberg after a hiatus since its previous sponsorship that lasted over two decades, from 1988 to 2016.

The new agreement comes at a pivotal moment as it encompasses prestigious tournaments such as UEFA EURO 2028, UEFA Women's EURO 2029, and the UEFA Nations League Finals. The deal not only gives Carlsberg exclusive pouring rights at these significant events but also ensures prominent brand visibility through perimeter boards and media interview backdrops across various UEFA competitions.

Lynsey Woods, Global Brand Director at Carlsberg, expressed enthusiasm about this renewed partnership, stating, "It's a privilege for us to be the Official Beer of UEFA National Team Football. At Carlsberg, we strive to provide people access to the best experiences, and this partnership is a fantastic opportunity for us to engage football fans."

Carlsberg's commitment to football has been longstanding, illustrated by its 33-year partnership with Liverpool Football Club. This relationship has not only strengthened Carlsberg's brand but has also brought exciting campaigns to life, celebrating the club's rich history and enhancing fans' engagement.

As part of the sponsorship, fans can look forward to various unique experiences designed to enhance their matchday enjoyment, termed by Carlsberg as unforgettable moments encompassing both men's and women's football.

The lineup of competitions involved in this deal includes:

• - UEFA EURO 2028™
• - UEFA Women's EURO 2029
• - UEFA Nations League Finals™ scheduled for 2025, 2027, and 2029
• - UEFA Women's Nations League from 2025 to 2030
• - Men's European Qualifiers from 2025 to 2029
• - Women's European Qualifiers in 2028 and 2029
• - UEFA Futsal EURO™ for 2026 and 2030

UEFA President Aleksander Čeferin is equally excited about this partnership, emphasizing the long-standing relationship between Carlsberg and UEFA that dates back to UEFA EURO 1988. "With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making each moment even more special," said Čeferin.

Founded in 1847 by brewer J.C. Jacobsen, the Carlsberg Group has grown into one of the world’s leading brewery organizations. With a presence in over 150 markets and a commitment to responsible business practices, Carlsberg continues to emphasize sustainability while striving to create value for shareholders and society as a whole. Those interested in learning more about Carlsberg can visit their website at carlsberggroup.com.

This partnership signifies a new chapter in both Carlsberg and UEFA's journey, as they work together to enhance football's visibility and create memorable experiences for fans around the world.