Carlsberg bounces back as UEFA Partner

By Aristo Dotse

Denmark’s most famous brand Carlsberg has decided to again partner UEFA and European football as official global sponsor of UEFA men’s and women’s national team football up to 2030, says UEFA, European football’s governing body.

According to a UEFA media release, the sponsorship includes UEFA’s top international competitions such as EURO 2028, UEFA Women’s EURO 2029, the UEFA Nations League Finals, the UEFA Women’s Nations League, the Men’s and Women’s European Qualifiers, the UEFA Under-21 Championship and UEFA Futsal EURO.

Carlsberg, the long-time partner of not just UEFA but football in general who were one-time popular club sponsor of European giants Liverpool FC, were once a supporter of UEFA national team football from 1988 to 2016. And with this new deal, having bounced back into European football, they will enjoy exclusive pouring rights and prominent brand visibility across pitch-side perimeter boards and media interview backdrops.

UEFA and Carlsberg’s partnership began at the 1988 UEFA European Championship in the former West Germany, where the Netherlands, led and inspired by the famous Dutch trio of Ruud Gullit, Marco van Basten and Frank Rijkaard won the European Championship and still the country’s only international trophy despite playing in three World Cup finals.

“Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together. With an incredible line-up of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special,” UEFA president Aleksander Čeferin happily noted.

On his part, Jacob Aarup-Andersen, Carlsberg’s chief executive, said: “There’s something very special about international football, not least in its power to bring together an entire nation of fans in support of one common goal, sharing in the highs and lows of the beautiful game. That’s why we’re excited to announce the return of Carlsberg Group to the international fold, signing a multi-year partnership deal with UEFA to become the Official Beer of UEFA National Team Competitions for Men’s and Women’s.

“UEFA and Carlsberg share similar values and ambitions to unlock the enormous potential of the game, both in men’s and the incredible journey we have seen with women’s football in recent years. We look forward to embarking on what will undoubtedly be a successful partnership, with fans at the heart of everything we have planned. As we look to build a bold and exciting future of growth, we await this exciting next chapter.”

Credit: Soccernet newspaper

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