INDIA: Carlsberg considers backing Indian football - report

Carlsberg is pondering an investment in Indian football, according to local reports.

Carlsberg told local reporters on Saturday (22 September) during the India launch of the beer that it has always had an association with sports and things won't be any different in India.

Carlsberg sponsors both Liverpool Football Club and the English football team as well as being one of the partners of the Football Association and title sponsoring the Euro 2009 tournament.

Joakim Sande, marketing director at Carlsberg's Indian joint venture South Asia Breweries, was cited as saying: "Everyone in this country is running after cricket but we would like to stick to football. We have seen that the game is immensely popular in places like Kolkata and Goa and we will also look to invest in football clubs or sponsor tournaments in these two places in future."

For the past few years, Bangalore-based United Breweries has been sponsoring Kolkata giants East Bengal and Mohun Bagan, local reports noted.

The brewer, which acquired its first brewery in the country in May through South Asia Breweries, is thought to be preparing to acquire a 60% share of West Bengal-based Parag. The stake would cost South Asia Breweries, which Carlsberg operates with Sri Lanka's Lion Brewery Ceylon, in the region of INR320m.

No-one was immediately available for confirmation at Carlsberg when contacted by just-drinks today.