March 20 – UEFA and Carlsberg have announced a long-term partnership, making Carlsberg the official beer partner of European football’s governing body.
The deal covers EURO 2028, Women’s EURO 2029, UEFA Nations League Finals, UEFA Women’s Nations League, Men’s and Women’s European Qualifiers, and UEFA Futsal EURO.
Kicking off with the start of the European qualifiers this month, the arrangement marks the return of Carlsberg to European national team football, following its previous long-standing partnership with UEFA, which lasted for more than two decades – from 1988 to 2016.
As part of the sponsorship, Carlsberg will benefit from exclusive pouring rights as well as being featured on perimeter boards and media interview backdrops more widely across other UEFA national team competitions.
UEFA president Aleksander Čeferin commented: “Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together. With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”
Carlsberg becomes the sixth global partner for the UEFA European Championship, following on from the previous announcement of the Coca-Cola, adidas, McDonald’s, Hyundai/Kia and Continental agreements.
Guy-Laurent Epstein, marketing director of UEFA Events SA, added: “We are delighted that Carlsberg extended an association with UEFA EURO that began back in 1988. Carlsberg have been a loyal and committed partner throughout this period, and it is fantastic that our partnership continues. Carlsberg is one of the leading brands in football and the first partner to endorse UEFA’s new marketing platform, which includes the UEFA European Championship and the European qualifiers.”
Tom Moradpour, vice-president of the Carlsberg brand, commented: “The sponsorship of the UEFA national team competitions 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.”
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