Arsenal and Carlsberg announce partnership

August 15, 2011

Top English Premier League soccer club Arsenal FC have signed up Carlsberg as the club’s official beer partner in a three-year deal.

The partnership enables Carlsberg to have exclusive marketing rights on a global basis, providing the opportunity to promote its association to millions of Arsenal fans across the world, particularly in Asia. A key area of Carlsberg’s focus will be on engaging with Arsenal’s large and rapidly growing fan base in that region, following on from the club’s successful pre-season tour to Malaysia and China.

The Danish brewer has signed the deal as part of its attempts to be the fastest growing global beer company.

Vinai Venkatesham, Arsenal’s head of global partnerships said: “We are delighted to announce our new partnership with Carlsberg, a truly global brand with real history and heritage within football. Following our Asia Tour, as we focus on further engaging with our international fan base, Carlsberg are a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide.”

Keld Strudahl, Carlsberg’s international marketing director, added: “Arsenal and Carlsberg have much in common. Both are well known, established brands, recognised around the globe. In the run-up to next year’s European Championships, at which Carlsberg has been an official sponsor since 1988, it is great that we have partnered with another international football club which has a strong following, not only in Europe, but also in Asia – Carlsberg’s target markets.”