Tuborg extends Live Nation music venue and festival deal

Carlsberg UK and music promoter Live Nation have signed a four-year deal which will see lager brand Tuborg retain its status as the official beer for a number music festivals and venues.

Tuborg: four-year festivals deal
Tuborg: four-year festivals deal

Under the agreement, Tuborg will be the official beer of this year's Wireless event, sponsored by Barclaycard, Hard Rock Calling and Download festivals, as well as supplying the Global Gathering and Escape in the Park events.

Tuborg will also be exclusively stocked in Live Nation's key music venues at Cardiff CIA, Manchester Apollo, Southampton Guildhall and Sheffield Arena.

Tuborg aims to step up its consumer activation programme by introducing what Carlsberg says will be more "fun and innovative experiences". One such inclusion is 'Beat the Intro...' an interactive music game appearing both on-site at the festivals and across its brand website and social media platform, www.tuborg.co.uk/beat-the.

Gareth Roberts, director of sponsorship and media relations at Carlsberg UK, said: "Tuborg is fast becoming the beer of music, and partnering up with Live Nation, the biggest music promoter in the world, is a natural fit for the brand."

Tuborg is the fastest-growing brand in the world beer sector and is currently the fourth highest selling world beer across the on- and off-trade in the UK.