E-Malt.com News article: Europe: Carlsberg becomes the official beer partner of the football 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, the Danish brewer announced earlier this week.

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.

The Barclays Premier League is the biggest continuous annual global sporting event in the world. Last season more than 13 mln fans attended matches with average stadium occupancy in excess of 92% for the fourth season in a row. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 720 mln households with an estimated cumulative global audience of 4.7 bln.


16 January, 2013