Carlsberg signs multi-year deal with UEFA
However, the partnership will not include sponsorship of the Champions League or other club competitions after UEFA extended its deal with Heineken through to 2027 back in 2023
Carlsberg has signed a new multi-year partnership deal with UEFA to become the official beer of UEFA national team football.
This includes sponsorship of the men’s Euro 2028, women’s Euro 2029, UEFA Nations League Finals, and UEFA Women’s Nations League, Men’s and Women’s European Qualifiers and UEFA Futsal Euro.
As part of the sponsorship, Carlsberg will benefit from exclusive pouring rights at these events, as well as being featured on perimeter boards and media interview backdrops more widely across other UEFA National Team Football.
The deal follows its previous long-standing partnership with UEFA which lasted for more than two decades from UEFA Euro 1988 to UEFA Euro 2016.
Lynsey Woods, global brand director at Carlsberg, said: “It’s a privilege for us to be the Official Beer of UEFA National Team Football. 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, memorable match day moments to name but a few. Carlsberg and football make a great team.”
Aleksander Čeferin, UEFA president, added: “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 lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”
Carlsberg will also continue to offer football fans access to unique experiences over the course of the partnership.
However, the partnership will not include sponsorship of the Champions League or other club competitions after UEFA extended its deal with Heineken through to 2027 back in 2023.