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15th January 2013

Carlsberg enters new three year partnership with Premier League

Carlsberg and the Premier League have agreed a new three year deal for Carlsberg to be the Official Beer Partner of the Barclays Premier League. The deal will run for three seasons from 2013/14 until the end of the 2015/16 season.

This partnership offers a unique range of rights and opportunities for consumers to engage with the Carlsberg brand, including use of official designations; marks and imagery; match-day access and hospitality; and content for online and social media channels.

 Commenting on the agreement Benet Slay, CEO 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 we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.


“This new partnership significantly strengthens our existing portfolio and we look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”


Premier League Chief Executive, Richard Scudamore, added:


“We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League’s official beer partner.



“The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg – one of the most renowned breweries in the world – 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.”


–      Ends  –



Ben Morton                                                  Tel: 00 45 2278 1417

Vice President, Communications                            Email: Carlsberg Group


Joanna Dring                                               Tel: 00 44 7887 796 292

External Communications Manager              Email: Carlsberg UK


Premier League Press Office                         Tel: 00 44 20 7864 9164


Notes to Editors:


About Carlsberg Group

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the top six biggest brands in Europe. More than 42.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2012, the Carlsberg Group sold approx 120 hectolitres of beer.


Carlsberg’s long-standing involvement with football

The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland and Serbia.


In club football Carlsberg has wide ranging partnerships throughout Europe and beyond, including Liverpool, Arsenal, Tottenham Hotspur (England), FC Copenhagen, OB-Odense (Denmark), Hamburger SV, Hertha Berlin, FC St. Pauli (Germany), FC Porto (Portugal) and many more.


Carlsberg is one of the longest standing sponsors of the European Football Championships having first started in 1988. Carlsberg also sponsored the 1990 World Cup and the Champions League in 2003 and 2004.



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About the Barclays Premier League


The Barclays Premier League is the biggest continuous annual global sporting event in the world. Last season more than 13m fans attended matches with average stadium occupancy in excess of 92% for the fourth season in a row. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 720m households with an estimated cumulative global audience of 4.7bn.





Joanna Dring

External Communications Manager

07887 796292