Carlsberg and UEFA have announced a new long-term partnership that will make Carlsberg the Official Beer of UEFA National Team Football.
This includes UEFA EURO 2028™ and UEFA Women’s EURO 2029, UEFA Nations League Finals™ and UEFA Women’s Nations League, Men’s & Women’s European Qualifiers and UEFA Futsal EURO™.
Heineken remains an official partner of the UEFA Champions League and other club competitions.
Kicking off with the return of the European Qualifiers tonight, the deal marks Carlsberg’s return to the top flight of European national team football. It follows its previous long-standing partnership with UEFA, which lasted for more than two decades from 1988 to 2016.
It represents a continuation of the Danish brewer’s long-standing commitment to the world of sport, made evident through their 33-year partnership with Liverpool Football Club.
As part of the sponsorship, Carlsberg will benefit from exclusive pouring rights at UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Futsal EURO™ and UEFA Nations League Finals™, as well as being featured on perimeter boards and media interview backdrops more widely across other UEFA National Team Competitions.
Carlsberg will also continue to offer football fans access to unique experiences throughout the partnership.
“It’s a privilege for us to be the Official Beer of UEFA National Team Football,” said Lynsey Woods, Global Brand Director at Carlsberg.
“At Carlsberg we love giving people access to the very best experiences, and this partnership is a brilliant opportunity for Carlsberg to provide fans with access to the very best of football.”
“Carlsberg and our wider portfolio of beers will offer fans unforgettable experiences. We are excited about the opportunities we can support on many levels, ranging from women’s football, the fan experience, and memorable match day moments, to name but a few. Carlsberg and football make a great team.”
“The sport has grown exponentially since we first sponsored UEFA EURO 1988, and there’s never been so many eyes on football, particularly at the international level.”
“With such an exciting lineup of competitions on the horizon, we can’t wait to continue investing in this journey for both women’s and men’s football.”
“Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together,” added UEFA President Aleksander Čeferin.
“With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”
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SPORT FOR BUSINESS PERSPECTIVE
Carlsberg is a long time partner of the FAI and this is likely to ease any conflicts there might otherwise have been around game days and pouring rights at the Aviva Stadium. Whether it serves to lessen the restrictions on bringing beer into the bowl of the stadium remains to be seen.
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