UEFA, the governing body of European football, has announced a long-term collaboration with a Danish multinational brewer, Carlsberg.
Notably, Carlsberg has become a primary sponsor of UEFA EURO 2028. Furthermore, the long-term pact with the European football governing body has also made the brand the official beer of UEFA National Team Football.
The company will also sponsor the UEFA Women’s EURO 2029, the UEFA Nations League Finals, the UEFA Women’s Nations League, the men’s and women’s European Qualifiers, and UEFA Futsal EURO.
In the past, Carlsberg also sponsored UEFA from 1988 until 2016, receiving advertising exposure at stadiums and on national broadcasts. The new agreement with UEFA will extend until 2030.
UEFA President, Aleksander Čeferin, commented, “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 collaborate with UEFA to provide possibilities for fans throughout Europe to win tickets to games in the tournaments where it will be present, including hospitality seats and unique consumer experiences.
Louise Bach, Global Sponsorship Director at Carlsberg, said, “At Carlsberg our ambition has been to give people access to the very best of football, creating one-of-a-kind experiences for football fans from all over the world and celebrating memorable match day occasions across both the women’s and men’s game. We have a long legacy in the beautiful game, partnering with teams from many corners of the world from Ireland to Denmark, Canada to Sweden and of course our longstanding 33-year partnership with Liverpool Football Club.
“This is a special moment and marks our return to UEFA National Team Football sponsorship, which began way back at UEFA EURO 1988. We can’t wait to write tomorrow’s exciting chapter of this story, offering fans all across the world more access to the best of football.”
In 2023, the beer brand also extended its partnership with the Premier League (PL) side, Liverpool FC (LFC) for another 10 years.