Carlsberg enters new three year partnership with Premier League
1/14/2013 7:01 PM EST
Carlsberg A/S
Investor News
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.
Copenhagen, 2013-01-15 01:01 CET (GLOBE NEWSWIRE) -- 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 Tom Moradpour, Vice President of the Carlsberg
Brand, 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.
Contacts:
Ben Morton
Vice President, Carlsberg Group Communications
Email:
Tel: +45 2278 1417
Premier League Press Office
Tel: +44 20 7864 9164
Email:
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.
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.