Carlsberg continues its football sponsorship with Uefa deal

by Sarah Woods, Brand Republic 24-Aug-06, 16:00

LONDON - Carlsberg has struck a deal with Uefa to extend its sponsorship of the Uefa Cup and Uefa Supercup for a further three years.

The deal, for an undisclosed sum, will run up to and include the 2009 Uefa Cup Final, and will include full association rights across the competition, along with event rights from the quarter-final through to the final itself.

Carlsberg's relationship with Uefa has existed since 1988, while the brand's track record in international football sponsorship includes the Fifa World Cup in 1990, Uefa tournaments, sponsorship of Liverpool Football Club, the Carlsberg Cup in Hong Kong and The FA Cup.

In addition, Carlsberg signed up in February as one of the four founding partners of the new Wembley Stadium in a four-year deal and is also the official beer of the English, Swiss and Danish national football teams.

Lennart Johansson, president of Uefa, said: "We have enjoyed a great relationship with Carlsberg over the years as sponsors of a number of Uefa properties, so we are thrilled that they have chosen to extend its association with us."

Keld Strudahl, sponsorship director at Carlsberg International, said: "Their [Uefa] competitions showcase some of the best teams in European football and we believe that Carlsberg is the ideal partner for such prestigious events."

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