Carlsberg Announces Long-Term Partnership with UEFA for National Team Competitions
Carlsberg has made a significant announcement regarding its return to the high-stakes realm of European football. The Danish brewing giant has officially entered into a long-term partnership with UEFA, the governing body of European football, to become the official beer of UEFA National Team football. This exciting development marks a new chapter for both the brand and the sport, following a long history of collaboration that has spanned several decades.
The partnership will kick off during the UEFA Euro 2028 qualifiers, commencing in March 2025, and will encompass several prestigious tournaments including the UEFA Euro 2028™, the UEFA Women’s Euro 2029, the UEFA Nations League Finals™, and the UEFA Futsal Euro™. This comprehensive arrangement signifies Carlsberg’s commitment to not only support the men's game but also emphasize the importance of women’s football, aligning with a broader movement to promote inclusivity in sports.
Aleksander Čeferin, President of UEFA, expressed excitement over the renewed partnership, which traces its roots back to the UEFA Euro 1988. He stated that both organizations are eager to enhance the experience for fans, making each moment unforgettable. The deal is expected to provide Carlsberg exclusive rights for branding and promotional opportunities during these significant tournaments, allowing the brand to engage with football enthusiasts across various platforms.
In remarks made during the announcement, Lynsey Woods, Global Brand Director for Carlsberg, highlighted the company’s enthusiasm for connecting fans with exceptional football experiences. She emphasized Carlsberg’s dedication to offering memorable moments both on match day and beyond, asserting that this partnership is an excellent opportunity to deliver unique experiences to football fans worldwide.
This partnership isn’t just a commercial venture; it represents Carlsberg's deep-rooted commitment to the world of sports, evident through its longstanding association with Liverpool FC, a partnership that has flourished for 33 years. Throughout its history, Carlsberg has championed various sporting events, fostering a culture where sports and community engagement thrive together. The brand’s philosophy centers on creating connections among fans, ultimately making football more accessible and exciting.
As for what lies ahead, the upcoming UEFA tournaments present numerous opportunities for Carlsberg to expand its presence within European football. The firm will not only utilize billboard advertising around key matches but also engage fans through interactive campaigns and experiential marketing initiatives designed to deepen the connection between supporters and the sport. The excitement around the UEFA competitions is palpable, and with Carlsberg’s involvement, fans can look forward to a plethora of engaging experiences.
With the official announcement made on March 20, 2025, the partnership is set to rejuvenate Carlsberg's visibility and engagement within the football community, keeping the spirit of football alive, especially during a period of growth for the sport. This progressive step underlines Carlsberg's position as a key player in the world of sports sponsorships and its ongoing mission to enhance the experience of fans everywhere.
In summary, Carlsberg's return as the official beer of UEFA National Team football marks a reunion that benefits both the brewery and the sport. As the competition gears up, fans can expect unique opportunities and unforgettable moments, further solidifying the bond between Carlsberg, UEFA, and the beautiful game. This collaboration is merely the beginning as both entities prepare for an exciting and inclusive future, pivotal in shaping football's international narrative for years to come.
The partnership will kick off during the UEFA Euro 2028 qualifiers, commencing in March 2025, and will encompass several prestigious tournaments including the UEFA Euro 2028™, the UEFA Women’s Euro 2029, the UEFA Nations League Finals™, and the UEFA Futsal Euro™. This comprehensive arrangement signifies Carlsberg’s commitment to not only support the men's game but also emphasize the importance of women’s football, aligning with a broader movement to promote inclusivity in sports.
Aleksander Čeferin, President of UEFA, expressed excitement over the renewed partnership, which traces its roots back to the UEFA Euro 1988. He stated that both organizations are eager to enhance the experience for fans, making each moment unforgettable. The deal is expected to provide Carlsberg exclusive rights for branding and promotional opportunities during these significant tournaments, allowing the brand to engage with football enthusiasts across various platforms.
In remarks made during the announcement, Lynsey Woods, Global Brand Director for Carlsberg, highlighted the company’s enthusiasm for connecting fans with exceptional football experiences. She emphasized Carlsberg’s dedication to offering memorable moments both on match day and beyond, asserting that this partnership is an excellent opportunity to deliver unique experiences to football fans worldwide.
This partnership isn’t just a commercial venture; it represents Carlsberg's deep-rooted commitment to the world of sports, evident through its longstanding association with Liverpool FC, a partnership that has flourished for 33 years. Throughout its history, Carlsberg has championed various sporting events, fostering a culture where sports and community engagement thrive together. The brand’s philosophy centers on creating connections among fans, ultimately making football more accessible and exciting.
As for what lies ahead, the upcoming UEFA tournaments present numerous opportunities for Carlsberg to expand its presence within European football. The firm will not only utilize billboard advertising around key matches but also engage fans through interactive campaigns and experiential marketing initiatives designed to deepen the connection between supporters and the sport. The excitement around the UEFA competitions is palpable, and with Carlsberg’s involvement, fans can look forward to a plethora of engaging experiences.
With the official announcement made on March 20, 2025, the partnership is set to rejuvenate Carlsberg's visibility and engagement within the football community, keeping the spirit of football alive, especially during a period of growth for the sport. This progressive step underlines Carlsberg's position as a key player in the world of sports sponsorships and its ongoing mission to enhance the experience of fans everywhere.
In summary, Carlsberg's return as the official beer of UEFA National Team football marks a reunion that benefits both the brewery and the sport. As the competition gears up, fans can expect unique opportunities and unforgettable moments, further solidifying the bond between Carlsberg, UEFA, and the beautiful game. This collaboration is merely the beginning as both entities prepare for an exciting and inclusive future, pivotal in shaping football's international narrative for years to come.
Topics Consumer Products & Retail）
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