The Irish Football Association has agreed a partnership deal with multi-national drinks company Diageo that will see Carlsberg become the official beer partner of the Northern Ireland senior men’s and senior women’s teams.
The deal with the Irish FA means Carlsberg will also be the official beer partner of both the association and the National Football Stadium at Windsor Park.
Carlsberg, Guinness and Rockshore Cider will be served throughout the National Stadium with Diageo making a substantial investment to improve the pouring infrastructure and customer experience in all the lounges and kiosks across the stadium.
A final element of the partnership will see the renaming of the Carlsberg Billy Bingham Lounge within the stadium. It will feature Carlsberg branding.
Carlsberg and Diageo take over from Sadler’s Lager which had been the previous beer partner. It has held a similar role with the FAI in Dublin for more than two decades and added the Republic of Ireland Wpmen’s team to the partnership at the last extension in 2021.
“We are proud to announce Carlsberg’s new partnership as the official beer of the Irish Football Association’s senior men’s and women’s teams, and to bring our range of Diageo products to the iconic football stadium at Windsor Park,” said Linda Bradley, Head of Beer at Diageo.
“Through this partnership, we look forward to enhancing the fan support and experience, ahead of what promises to be another fantastic year of action at Belfast’s famous stadium.”
“We’re delighted to partner with the team at Diageo to bring brands such as Carlsberg, Guinness and Rockshore Cider to the National Football Stadium at Windsor Park,” added Stephen Bogle (pictured above right).
“We look forward to working closely with the team to further enhance the offering and matchday experience for our fans.”