UK: Carlsberg extends Live Nation festival link-up

By | 19 August 2013

Tuborg will continue its official lager status at Live Nation events

Tuborg will continue its official lager status at Live Nation events

Carlsberg has signed a five-year deal with festival organiser Live Nation that will continue Tuborg's status as the official lager of Live Nation's UK music festivals.

Somersby Cider will also have official cider status at UK Live Nation events, Carlsberg said today (19 August). No financial details have been disclosed.

“This new deal will position Tuborg as the leading UK festival lager and also provides a high-profile platform to drive awareness and trial of Somersby Cider which has an important role to play in our beer and beverage portfolio,” Carlsberg UK's head of festivals and events, Nigel Bryant, said.

Live Nation's roster of events include Download, Hard Rock Calling, Wireless, Creamfields, Global Gathering, Magic Summer Live and Festival Republic events Reading, Leeds and Latitude.

The Live Nation contract also secures the sale of Carlsberg UK’s beer and beverages at Academy Music Group, O2 Apollo Manchester, Southampton Guildhall and the Motorpoint Arenas at Sheffield and Cardiff, Carlsberg said.

Carlsberg signed its first long-term deal with Live Nation in 2007.

Last month, Carlsberg extended its sponsorship deal with Liverpool Football Club for another three years.

Expert analysis

Global Beer Tax Tables, 2012

This report covers 58 markets and comprises a series of tables covering taxation base, historical excise rates, legal controls and a calculation of the total taxation burden on beer.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Carlsberg

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