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Carlsberg Makes a Grand Return to UEFA National Team Football

Carlsberg has officially announced an exciting long-term partnership with UEFA, marking its return as the official beer for UEFA's national team football competitions. This partnership begins with the European Qualifiers set to start in March 2025 and extends to major events such as UEFA EURO 2028™, UEFA Women's EURO 2029, UEFA Futsal EURO™, and the UEFA Nations League Finals™. This collaboration not only highlights Carlsberg's commitment to football but also aims to enhance the fan experience around these prestigious tournaments.

A Rich History in Football

For those unfamiliar with Carlsberg's history in football, the Danish brewery has had a remarkable journey partnering with UEFA, including a significant association that lasted from 1988 to 2016. During this time, Carlsberg established itself as a prominent supporter of European football and engaged millions of fans worldwide. This latest partnership underscores their dedication to bringing fans closer to the game they love, starting with the anticipated return of UEFA's scheduled competitions.

The agreement grants Carlsberg exclusive pouring rights at various tournaments under the UEFA banner. The brewery will have a significant presence during the UEFA EURO 2028™ and the UEFA Women's EURO 2029, among other key events. Fans can expect a multitude of engaging experiences optimized by Carlsberg both in-stadium and through media channels during the competitions.

Game-Changing Opportunities

Carlsberg's Global Brand Director, Lynsey Woods, expressed the brand's enthusiasm for this partnership, referring to it as a privilege to be the official beer of UEFA National Team football. Woods highlighted that Carlsberg's involvement aims not only to promote its diverse beer offerings but also to create memorable fan experiences that resonate long after the final whistle.

With football's popularity skyrocketing, especially on an international scale, Carlsberg sees this partnership as a perfect chance to engage deeply with fans. The brewery has plans to elevate its contribution to events, catering to both men's and women's football, thus supporting the growth of the sport across different demographics.

The official deal includes but is not limited to:

• - UEFA EURO 2028™
• - UEFA Women's EURO 2029
• - UEFA Nations League Finals™ for the years 2025, 2027, 2029
• - UEFA Women’s Nations League for 2025-2030
• - Men's European Qualifiers for 2025-2029
• - Women's European Qualifiers for 2028, 2029
• - UEFA Futsal EURO™ for 2026 and 2030

This collaboration promises not only to enhance viewing experiences and brand visibility during matches but also to innovate fan engagement through campaigns and activities designed around the love of football.

UEFA’s Perspective

Aleksander Čeferin, UEFA President, commented on this historic partnership, stating that Carlsberg and UEFA share a long-standing relationship that dates back to 1988. He reinforced the excitement surrounding the numerous national team competitions scheduled in the upcoming years, expecting the partnership to enhance the game and create unforgettable moments for fans.

Conclusion

In conclusion, Carlsberg’s return to the UEFA family reaffirms its commitment to supporting football and engaging with its passionate community of fans. As Europe gears up for a thrilling series of tournaments, the partnership stands to unleash a wave of enjoyable experiences at stadiums and beyond. Carlsberg and UEFA are excited to embark on this journey together, making football even more enjoyable for fans around the world. Expect something special at the matches from March 2025 onward, as Carlsberg seeks to deliver unparalleled moments to all football enthusiasts worldwide.