Carlsberg Renews UEFA Sponsorship Deal

Brewing giant Carlsberg has renewed their global sponsorship deal with UEFA, allergy the governing body of European football.

Carlsberg is the Official Beer Sponsor of various UEFA national team competitons, medicine including the 2016 Euros in France and Carlsberg has also acquired the rights in connect with the European Qualifiers from 2014-17.

This will be Carlsberg’s eighth consecutive sponsorship of the UEFA European Football Championships and follows its recent decision to become a sponsor of the English Premier League.

Tom Moradpour, Vice President of the Carlsberg Brand, said: “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.

“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.”

The deal will enable Carlsberg to activate beyond Europe, due to huge popularity European football holds in other parts of the world.

Marketing Director of UEFA Events S.A. , Guy-Laurent Epstein commented: “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.”

Successful partnership

Speaking exclusively to iSportonnect, sponsorship expert and director for brandRapport, Nigel Currie said the renewal shows the partnership has been successful.

Currie said: “One of the most frustrating comments made about sponsorship programmes over the years has been “how do you measure whether it is working or not?” Well I have always judged success by the willingness of major sponsors to renew their agreements.

“Carlsberg has been involved with UEFA for many years and as a brand it will know exactly how its sponsorship programmes work and deliver additional sales.

“This renewal further underlines how successfully Carlsberg has leveraged its strong position in European football.”

The beer company was one of ten global partners for the Euro 2012 competition in Poland and Ukraine, and ran the Carlsberg Fan Challenge, a Facebook competition giving fans the chance to pick the Man of the Match at all games.

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