FDBusiness.com

Carlsberg has renewed its partnership with UEFA to remain the Official Beer Sponsor of UEFA’s various national team competitions, including the 2016 UEFA European Championship and acquired rights in connection with the European Qualifiers from 2014 to 2017.

This will be Carlsberg’s eighth consecutive sponsorship of the UEFA European Football Championships and, following on from its recent decision to become a sponsor of the English Premier League, underlines its commitment to leveraging football, both at a national team and club level.

The global stature and scale of UEFA national team competitions allows Carlsberg to activate well beyond Europe. Such is the attraction of European football in Asia, a region in which Carlsberg continues to grow its business significantly, that during the 2012 tournament, markets such as Malaysia, China, India and Hong Kong, were also very active, both in the run-up to the tournament and during the tournament itself.

Tom Moradpour, vice president of the Carlsberg Brand, comments: “Sponsorship of the UEFA European Football Championships provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg. UEFA EURO 2012 was a very successful tournament for us, both in terms of increased sales and increased media exposure for the Carlsberg brand. It justified our investment and convinced us that we should continue with this investment.”