Carlsberg has reunited with UEFA, Europe’s governing body for football, to become the ‘official beer’ sponsor of its men’s and women’s national team competitions to 2030.
The first tournament to be covered by the arrangement takes place this month with the European Qualifiers, while others include the UEFA European Championship in 2028, the women’s Euros in 2029, UEFA Nations League Finals and Women’s Nations League. As part of the agreement, Carlsberg will receive “exclusive pouring rights” and brand visibility across perimeter boards and media interview backdrops.
The group first sponsored the UEFA Euros in 1988 and had been a long-term sponsor of UEFA national team soccer until 2016.
“The sport has grown exponentially in the years since we first sponsored UEFA Euro 1988 and there’s never been so many eyes on football, particularly at the international level,” said Carlsberg global brand director, Lynsey Woods. “With such an exciting line-up of competitions on the horizon, we can’t wait to continue investing in this journey for both women’s and men’s football.”
Last month, the Tuborg brand owner signed an agreement that saw its 1664 Blanc brand become the ‘principal partner’ of London Fashion Week.
