Carlsberg UK and Live Nation have teamed up together in a long-term partnership agreement.

The brewer said yesterday (21 May) that the three year deal will crown its Tuborg beer as the 'official beer of Live Nation', giving the brand exclusive rights to UK music festivals.
Events will include the Download Festival, 02 Wireless Festival, Hard Rock's Hyde Park Calling, Global Gathering and Escape into the Park.

Tuborg will also gain exclusive pourage rights in 31 Live Nation-owned and -operated properties used to host a range of sporting and music events. Venues such as the Cardiff International Arena, Manchester Apollo, Liverpool Empire and London's Lyceum theatre are all included.

The deal will open up a consumer base of 5.2m people visiting Live Nation venues and festivals each year, also involving marketing campaigns and personalised bars.

Speaking for Live Nation, Jim Campling said: "This is a great partnership between two well respected brands, leading the way to providing our customers with an even better experience on their night out. Tuborg has a massive presence at music festivals in Europe so we're looking forward to continuing this connection and developing it further in the UK over the years to come."

Tuborg will be available in various formats, cans, PET or draught, dependent on venue and the event.

The first major event is the Download festival between 8 and 10 June. Carlsberg believes that over 70,000 people  will attend each day of the event.

The sponsorship continues the Carlsberg and Tuborg relationship following the agreements to sponsor Wembley Stadium and the Glastonbury Festival.