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Carlsberg Partners with UEFA for National Teams

In a significant move, Carlsberg has entered a long-term partnership with UEFA, becoming the Official Beer for European National Teams. This collaboration marks the brewery's return to UEFA competitions after a prior 28-year relationship from 1988 to 2016. The partnership will kick off with the European qualifying phase in March 2025, paving the way for exciting football moments in the years to come.

Details of the Partnership

Starting in early 2025, Carlsberg will feature prominently in several high-profile tournaments including:

• - UEFA EURO 2028™
• - UEFA Women's EURO 2029
• - UEFA Nations League Finals™
• - UEFA Futsal EURO™

This partnership affords Carlsberg exclusive distribution rights, ensuring that fans enjoy their favorite beverages during these thrilling events. The agreement also entails brand visibility across UEFA's various competitions, including perimeter boards and media interview backdrops.

A Legacy of Sports Sponsorship

Carlsberg has a rich history of sports partnerships. Notably, it has maintained a 33-year relationship with Liverpool Football Club, showcasing its commitment to supporting the sport. According to Lynsey Woods, Carlsberg's Global Brand Director, this new affiliation with UEFA presents an exciting opportunity to deliver unforgettable fan experiences. Woods stated, "Carlsberg aims to provide the best experiences, and this partnership is a phenomenal opportunity for us to connect football fans with riveting moments."

With this renewed commitment, Carlsberg intends to focus on enhancing both men’s and women’s football, showcasing inclusivity and passion for the sport. Woods emphasized, "The sport has grown exponentially since our first sponsorship in 1988, and we are eager to invest further in both women’s and men’s football."

UEFA's Perspective

Aleksander Čeferin, UEFA's President, expressed his excitement about this renewed partnership. He noted the significance of Carlsberg as a historical partner and how the association will enhance fans' experiences during this exciting time for football. He mentioned, "Carlsberg has been with us since UEFA EURO 1988, and we are excited about this next chapter together. Our goal is to bring football closer to fans and make each moment more special than ever."

Carlsberg's Commitment to Sustainability

Founded in 1847, Carlsberg Group is committed to a sustainable future alongside its rich brewery heritage. With over 37,000 employees spanning more than 150 markets, the company's mission is to produce better beer for today and tomorrow, prioritizing responsible business practices.

As the excitement builds towards the UEFA tournaments, fans can look forward to not only thrilling matches but also enhanced experiences crafted by Carlsberg's extensive initiatives across the football landscape.

This partnership heralds a new era for Carlsberg as it re-establishes its presence in the heart of European football, further embedding itself into the passionate community of football fans across the continent.