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UK: Carlsberg secures FA football extension

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Carlsberg UK has extended its relationship with football in the country.

The company confirmed yesterday (2 October) that it has signed a new four-year sponsorship deal with The Football Association, making Carlsberg an 'Official Supporter' to both the England team and The FA Cup. The agreement, which takes effect immediately, also sees Carlsberg renew its status as the 'Official Beer of England'.

The agreement also grants Carlsberg title rights to four non-league competitions, now to be known as The FA Carlsberg Trophy, The FA Carlsberg Vase, The FA Carlsberg Sunday Cup and The FA Carlsberg National League System Cup.

Financial details of the deal were not disclosed. Carlsberg and The FA have already worked together for the last 11 years.

"For Carlsberg drinkers and football fans everywhere this is great news," said Gareth Roberts, Carlsberg's head of sponsorship & media relations. "Carlsberg will continue to offer fans across the country unique opportunities to exclusive 'money-can't-buy' rewards.  With our Wembley Stadium partnership and sponsorship of Euro 2008 already in place, Carlsberg can clearly boast a football sponsorship portfolio second to none."

"We are delighted that Carlsberg has continued its association with us," added Jonathan Hill, The FA's group commercial director. "Their proactive support of our England team and our men's competitions will be invaluable. That's particularly true as we embark on the quest for qualification for the Euro 2008 finals and also enter a season which has already attracted record entry levels to the non-league competitions we run."

The four-year agreement runs until the end of July 2010, and covers all the England senior, under-21 and under-19 internationals in this period, four FA Cup competitions, the Euro 2008 championship and the FIFA World Cup 2010 in South Africa.


Sectors: Beer & cider

Companies: Carlsberg

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