Carlsberg has launched a new global ad campaign that ties in to its three-year deal to sponsor England's top football league.

“The Ride”, which can be viewed above, will first air in Denmark and Ireland tomorrow before rolling out across the world early next year, Carlsberg said today (25 September). It features football supporters, former players and officials taking a collective rollercoaster ride in celebration of the Barclays Premier League.

Financial details behind the campaign were not disclosed.

VP for the Carlsberg brand Tom Moradpour said: “The Barclays Premier League is the most emotionally-charged football league on the planet. We have used these emotions to create a commercial that is visually striking and celebrates why we think the Premier League is football that goes above expectations.”

Carlsberg signed an agreement in January to become the official beer of the Barclays Premier League. The deal started at the beginning of this season.