Carlsberg in three-year deal with Premier League

18 January, 2013

Carlsberg will be the official beer partner of football’s Barclays Premier League from the start of next season.

The deal will run for three years, until the end of the 2015/16 season, and gives the lager brand use of official Premier League imagery, match-day access and hospitality rights, and content for online and social media channels.

Benet Slay, chief executive of Carlsberg UK, 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.

“The Carlsberg brand has a long association with football and this partnership provides us with another platform with which to connect with consumers and football fans around the word and drive greater engagement with the Carlsberg brand.

“We look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”

Premier League chief executive Richard Scudamore added: “The Premier League is well-known and well- followed in the UK and internationally and that makes Carlsberg – one of the most renowned brewers in the world – an excellent partner for us.”

Carlsberg is already a sponsor of the UEFA European Championship in international football and has individual partnership deals with Premier League clubs Liverpool, Arsenal and Tottenham Hotspur.

Bookmark this

Site Search


Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know