Carlsberg have taken their association with the European Championships to 24 years after agreeing a partnership for Euro 2012 which will be the company’s seventh successive tournament.
The deal will reward Carlsberg with beer and cider exclusivity as well as rights including including Man of the Match, branding at stadia, exclusive pouring rights at all stadia and in fan parks, tickets and hospitality.
Jørgen Buhl Rasmussen, CEO of Carlsberg Group said: ‘‘With Euro 2012 we cement our many years of loyalty to and enthusiasm for premium European football. Euro 2012 is not only a milestone for Carlsberg, being an official sponsor for almost a quarter of a century, but excitingly it is also the first ever UEFA Euro to be hosted in Eastern Europe.”
David Taylor, Chief Executive of UEFA Events SA added: “The UEFA European Championship has benefitted from the long standing partnership with Carlsberg for more than two decades, and we are proud to extend this relationship with such a recognised and dedicated brand as Carlsberg.”