UK: Carlsberg becomes Wembley founding partner
Carlsberg is to become a founding partner at the new Wembley Stadium. The brewer yesterday (16 February) secured a four-year deal with the stadium, which is due to open this summer. Financial details were not disclosed.
The deal includes marketing and stadium pouring rights whereby Carlsberg will be served to fans in all areas of the venue. With 50 bars and a total of 688 food and drink service points, there will be the capacity to serve approximately 40,000 pints every 15 minutes at the Stadium's major events, Carlsberg noted.
"The four-year deal marks a significant investment for the brand and adds to Carlsberg's already impressive portfolio of football sponsorships which include official beer of the England team and official sponsors of The FA Cup," the company said.
Doug Clydesdale, chief executive, Carlsberg UK said: "As we are already the official beer of England we are absolutely delighted to be a Founding Partner of what is probably the best stadium in the world. This partnership will allow us to offer Carlsberg drinkers unique opportunities to experience world class events at this fantastic stadium."
Michael Cunnah, chief executive of Wembley Stadium said: "We are looking forward to offering Carlsberg's market leading brands to our customers. Carlsberg has played an important role in English football for many years and we are thrilled that they now have a major role to play in the operation of the new national stadium."
To celebrate the partnership Carlsberg is producing 90,000 limited edition Wembley Stadium bottles, which will be randomly mixed in with regular packs of the product across the UK.
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