Carlsberg scores UEFA partnership
Carlsberg Group has inked a long-term partnership with UEFA, becoming the official beer of UEFA.
The deal encompasses UEFA EURO 2028, UEFA Women’s EURO 2029, UEFA Nations League Finals™, UEFA Women’s Nations League, European Qualifiers for both men and women, and UEFA Futsal EURO.
This agreement marks Carlsberg Group’s renewed commitment to international football after a previous two-decade partnership with UEFA concluded in 2016.
Carlsberg brands will gain exclusive pouring rights at key UEFA events and brand visibility across various platforms.
The partnership aims to boost Carlsberg’s long-term growth, and builds upon their 33-year association with Liverpool Football Club.
Jacob Aarup-Andersen, Carlsberg CEO, said, “There’s something very special about international football, not least in its power to bring together an entire nation of fans in support of one common goal, sharing in the highs and lows of the beautiful game.
“That’s why we’re excited to announce the return of Carlsberg Group to the international fold, signing a multi-year partnership deal with UEFA to become the Official Beer of UEFA National Team Football.”
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