UK: Carlsberg ups English football sponsorship presence
By just-drinks.com editorial team | 15 June 2011
Carlsberg has secured a “new-improved deal” with the English Football Association (FA) for its namesake lager brand.
The brewer's UK arm, which extended its partnership with the FA by a further four years back in 2009, confirmed earlier today (15 June) that it has lined up improved sponsorship rights for Carlsberg.
The deal will give the brand increased rights around pitch-side signage during international matches; more rights around the use of player imagery, and an entitlement to use the England team rights worldwide. Carlsberg's current arrangement with the FA runs until 31 July 2014, meaning the two will have worked together for 19 years.
Financial details behind the move were not disclosed.
“Carlsberg’s position as 'Official Beer of The England Football Team' is one of the jewels in Carlsberg UK’s crown,” said the unit's chief executive, Isaac Sheps. “It is a great partnership and one that we hope will extend beyond the 2014 World Cup.”
The timing of Carlsberg's announcement will raise eyebrows amongst the other global brewers. just-drinks understands that Anheuser-Busch InBev is set to announce a Budweiser sponsorship agreement with the FA for The FA Cup domestic knockout tournament, at Wembley Stadium tomorrow.
Sectors: Beer & cider, Marketing – advertising & promotions
Companies: Carlsberg, Anheuser-Busch InBev
View next/previous articles
15 Jun 2011 -
Currently reading -
UK: Carlsberg ups English football sponsorship presence
15 Jun 2011 -
Related research
Carlsberg was the world’s fourth largest brewer in 2010, but continued to see its global share fall due to its reliance on the low-growth regions of Western Europe and Eastern Europe. The profile looks at the problem and how the company can enhance i...
Carlsberg Bulgaria Company Watch 2010
The Carlsberg Bulgaria Company Watch report contains a detailed analysis of the company’s activities in the Bulgarian beer market, looking at their portfolio and identifying volumes by price segment, beer type, alcoholic strength, local segment and m...
Carlsberg Croatia Company Watch 2010
The Carlsberg Croatia Company Watch report contains a detailed analysis of the company’s activities in the Croatian beer market, looking at their portfolio and identifying volumes by price segment, beer type, alcoholic strength, local segment and mod...
Related articles
Review of the Year 2011 - Beer
As 2011 draws to a close, just-drinks once again launches its review of the global drinks industry. Made up of five parts, the review makes up December's management briefing for just-drinks suscribers. Coming up between now and Christmas, we'll look at how the last 12 months have treated the soft drinks, spirits, bottled water and wine sectors. To start, Chris Mercer takes a look at how the beer industry fared in 2011.
EUROPE: Drinks companies forced to consider euro break-up
Europe's ongoing debt crisis is forcing drinks companies to consider how they might insulate themselves in the event of a break-up of the eurozone.
Comment - Five Reasons Why Foster's Group Fell
Last week, we bade farewell to Foster's Group as SABMiller closed its acquisition of the Australian brewer. Although the beer sector's thirst for consolidation has been relentless, Foster's also contributed strongly to its own downfall. Here, just-drinks identifies five key factors that led to the brewer's sale to SABMiller.
There is currently 1 comment on this article
Gosh looks like Carlsberg have beaten inBev to the ball and scored!
Brian George - Get Wine Wise said at 3:55 pm, June 15, 2011
Reply to this comment