Carlsberg Renews Uefa Partnership
Carlsberg has extended its global sponsorship deal with UEFA to continue as the official beer sponsor of the governing body’s national team competitions, including the 2016 European Championship in France.
As part of the deal, the Danish brewing giant also gains global marketing rights to all European qualifiers from 2014 to 2017, allowing the UEFA partnership to be activated beyond Europe in other areas of the world.
It is thought to be the first sponsorship deal struck by CAA Eleven, the start-up agency to which UEFA handed all its commercial rights for national team games last year.
Euro 2016 will be the eighth consecutive edition of the competition that Carlsberg has supported, having sponsored each tournament since 1988.
Tom Moradpour, the vice president of the Carlsberg brand, said: ‘Sponsorship of the Uefa European Football Championships provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg.’
‘UEFA Euro 2012 was a very successful tournament for us, both in terms of increased sales and increased media exposure for the Carlsberg brand. It justified our investment and convinced us that we should continue with this investment.’
