Carlsberg UK has secured a five year contract with the world’s leading live entertainment company, Live Nation.
The partnership will see Carlsberg UK’s Tuborg brand continue its ‘Official Lager’ status at Live Nation’s UK festival portfolio including Download, Hard Rock Calling, Wireless, Creamfields, Global Gathering, Magic Summer Live and Festival Republic’s events Reading, Leeds and Latitude.
Somersby Cider, Carlsberg UK’s recently launched cider brand, will further complement Live Nation’s festival drinks with ‘Official Cider’ status.
Nigel Bryant, Head of Festivals and Events for Carlsberg UK said: “Live Nation leads the world of live entertainment and its portfolio of UK festivals is envied across the globe. We are delighted to continue to build upon our existing relationship with them over the next five years.
“This new deal will position Tuborg as the leading UK festival lager and also provides a high profile platform to drive awareness and trial of Somersby Cider which has an important role to play in our beer and beverage portfolio.”
Simon Lewis, President of Europe, Live Nation said: “Our longstanding relationship with Carlsberg continues with the shared objective to innovate and create opportunities to enhance fans’ experiences at our festivals and venues. We look forward to many more years of continued enjoyment for our audiences across the UK.”
Gurdeep Saini, Tuborg Brand Manager, added: “Music is in Tuborg’s DNA and Live Nation’s UK festivals represent an immense opportunity for us to drive brand awareness amongst consumers through pouring and activation rights.
“This year’s supporting activity has already seen thousands of people enjoying Tuborg Town – the brand’s festival experience at Hard Rock Calling and Yahoo! Wireless festival in 2013”
The Live Nation contract also continues to secure Carlsberg UK’s beer and beverages at Academy Music Group, O2 Apollo Manchester, Southampton Guildhall and the Motorpoint Arenas at Sheffield and Cardiff .
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Notes to editors:
For further information please contact:
Andrew Roache
T: 01604 668242
E: andrew.roache@carlsberg.co.uk
Twitter: @Carlsberg_UK
About Carlsberg UK
Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel, Tetley’s and Somersby Cider.