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Carlsberg Announces New Partnership with UEFA

In an exciting development for both football and beer enthusiasts, Carlsberg has recently sealed a long-term partnership with UEFA, making it the Official Beer of UEFA National Team Football. This strategic collaboration marks Carlsberg's anticipated return to European football after a hiatus, making it a notable event in the sports sponsorship arena.

A Historic Comeback

This new deal, which builds on Carlsberg's legacy in football sponsorship, officially kicks off with the European Qualifiers scheduled for March 2025. This return is significant, as Carlsberg was a prominent sponsor from 1988 to 2016, actively supporting numerous UEFA competitions over the years. The renewed agreement showcases the brand’s commitment to engaging with fans and fostering their love for the sport.

Sponsorship Details

As part of the partnership, Carlsberg will not only enjoy exclusive pouring rights at prestigious events such as UEFA EURO 2028™, UEFA Women’s EURO 2029, and UEFA Nations League Finals™, but will also be given substantial visibility opportunities during these competitions. This includes placements on perimeter boards and media backdrops, maximizing the brand's exposure to audiences globally.

Furthermore, Carlsberg aims to enhance the football fan experience, promising unique opportunities for supporters throughout the partnership. Carlsberg's portfolio will serve as a bridge between fans and unforgettable football experiences, ensuring that every match day feels special.

Commitment to Football

Lynsey Woods, Global Brand Director at Carlsberg, expressed enthusiasm for the unique opportunities presented by this partnership. She stated, "It's a privilege for us to be the Official Beer of UEFA National Team Football. We love giving people access to the very best experiences, and this partnership allows us to do just that." Drawing from its storied history with football, Carlsberg underscores its commitment to supporting both men's and women's football, with specific focus on accessibility and engagement for fans.

UEFA President Aleksander Čeferin also highlighted the longstanding relationship between Carlsberg and UEFA, emphasizing the excitement surrounding the future of European football. He remarked, "Every moment will be even more special with Carlsberg on board as we embark on this new chapter together."

Future Endeavors

The deal's inclusion of various competitions such as the Men's and Women’s European Qualifiers and the UEFA Futsal EURO™ reflects Carlsberg's dedication to enhancing the football experience on multiple levels, especially as the sport continues to grow in popularity around the globe. Carlsberg looks forward to fostering a strong connection with football fans via memorable match experiences and impactful campaigns going forward.

About Carlsberg

Founded in 1847 by J.C. Jacobsen, the Carlsberg Group stands as one of the leading brewery groups worldwide. With over 37,000 employees and operations spanning more than 150 markets, Carlsberg's core mission revolves around crafting quality beers while upholding sustainability and responsible business practices. More information about Carlsberg can be found at carlsberggroup.com.

In conclusion, this new partnership is set to redefine how fans experience national team football, aligning one of the world’s top breweries with the prestigious UEFA brand amidst an exhilarating series of competitions on the horizon.