Carlsberg replaces Budweiser as official beer partner of Premier League

Carlsberg has upped its presence in football by signing as the official beer partner of the Premier League, filling a three-year void since Budweiser's sponsorship of top flight football.

Carlsberg: secures deal with the Premier League
Carlsberg: secures deal with the Premier League

Carlsberg and the Premier League have agreed a three-year deal for Carlsberg to be the "Official Beer Partner" of the Barclays Premier League. The arrangement will run from the 2013/14 season to the end of 2015/16.

The Premier League has been without an official beer partner since 2010 when its three-year deal with Budweiser ended.

Tom Moradpour, vice-president of the Carlsberg brand, said: "At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.

Carlsberg has a long-standing relationship with football through international sponsorships of national teams and international tournaments.

In the 1970s, Carlsberg was the first commercial sponsor of the Danish national teams and national league.

In club football, Carlsberg has partnerships with a number of clubs, including Liverpool, Arsenal and Tottenham Hotspur.

Carlsberg has also sponsored the 1990 World Cup and Champions League in 2003 and 2004.

In 2011, Carlsberg signed a deal with The Football Association to become the official beer of the England football team.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published