First season for Carlsberg as the Premier League official beer

21-8-2013 — /EuropaWire/ — The most famous and watched football league in the world begins this weekend and Carlsberg will be there for every pass, kick, tackle, header and goal, as the Official Beer for the first time ever, in a deal that will last for at least three seasons.

Watched by a total audience of 4.4 billion across the world, football fans are set to be glued to the highs and lows, utter joy and bitter sadness, as their beloved teams battle it out through 38 games in a quest to be crowned champions.

Some of the world’s most famous footballers, including Steven Gerrard, David Silva, Robin van Persie, Gareth Bale and Sergio Aguera, play in the Premier League which has grown to become the most watched football league  on the planet.

Mike Thompson, Marketing Director for the Carlsberg Brand says: “Carlsberg has more history, heritage and relevance to football than any other beer brand. Now we are the official beer of the most watched football league in the world.  The Premier League is characterised by its fans, who, every week, will be subjected to nail-biting football as they watch their teams endure heartbreak and glory – those moments that ‘call for a Carlsberg.’

“And with mesmerising performances on the pitch alongside jaw-dropping goals and unbelievable saves, Carlsberg will be there every minute of every match which are sure to surpass all expectations.”

Premier League Director of Sales and Marketing, Richard Masters, adds: “We are excited as we head into the new season with Carlsberg as the Premier League’s official beer partner.

“The Barclays 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 and with a long history of sponsoring top level football competitions – an excellent partner for us.

“The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad.”

Carlsberg will run a brand new global campaign including a ground-breaking digital utility and television commercial from September.

Carlsberg’s sponsorship of the Premier League is the latest football sponsorship for the internationally famous beer which has been associated with football since the 1970s.  In addition to Official Beer status of national football teams England, Denmark, Ireland and Serbia, Carlsberg also sponsors many teams at club level.

Carlsberg is also the longest-standing sponsor of the European Football Championships. The 2016 tournament will be Carlsberg’s eighth consecutive tournament since 1988.

Contacts:

Joanna Dring +45 2335 1562
joanna.dring@carlsberg.com

Ben Morton  +45 3327 1417
ben.morton@carlsberg.com