Carlsberg And The FA Extend Partnership
Carlsberg UK and The Football Association have agreed a further four-year sponsorship deal, making it one of the longest commercial relationships in UK sport.
The news will be a welcome boost for the governing body following the recent loss of E.ON as title sponsor of the FA Cup and the impending departure of group commercial director Jonathan Hill.
By the end of the new agreement, the partnership will have extended 19 years, with Carlsberg retaining its exclusive status as the ‘Official Beer’ of both the England team and The FA Cup.
The agreement also applies to Wembley Stadium, where Carlsberg will continue as the exclusive beer pouring Partner.
The new deal starts in August of next year, at the end of the current four-year term, and will run until the end of July 2014, covering the EURO 2012 and 2014 FIFA World Cup tournaments.
On the community side, the agreement grants Carlsberg title rights to The FA’s Referees Programme. As The FA’s Official Referees Partner, Carlsberg will lend support to the recruitment and retention of referees at grassroots level in England.
In turn, this supports one of the cornerstones of The FA’s National Game Strategy, which seeks to increase participation in line with increasing the number of qualified match officials.
