UEFA and Carlsberg EURO sponsorship agreement

UEFA and Carlsberg have extended their long-standing national team competitions deal, meaning the drink company remains a UEFA European Championship official sponsor.

Carlsberg maintained their presence at UEFA EURO 2012
Carlsberg maintained their presence at UEFA EURO 2012 ©Sportsfile

UEFA and Carlsberg have announced an extension of their long-term sponsorship agreement for UEFA national team competitions – a partnership which began at the 1988 UEFA European Championship in the former West Germany.

With the renewal of this partnership, Carlsberg remains an official sponsor of the UEFA European Championship and acquires rights in connection to the European qualifiers from 2014 to 2017. This will be Carlsberg's eighth consecutive sponsorship of UEFA's national-team competitions and underlines its commitment to supporting football, both in the run-up and during the final tournament itself.

Carlsberg thus becomes the sixth global partner for the UEFA European Championship, following on from the previous announcement of the Coca-Cola, adidas, McDonald's, Hyundai/Kia and Continental agreements.

Commenting on the deal, Guy-Laurent Epstein, marketing director of UEFA Events SA, said: "We are delighted that Carlsberg extended an association with UEFA EURO that began back in 1988. Carlsberg have been a loyal and committed partner throughout this period, and it is fantastic that our partnership continues.

"Carlsberg is one of the leading brands in football, and the first partner to endorse UEFA's new marketing platform, which includes the UEFA European Championship and the European qualifiers."

Tom Moradpour, vice-president of the Carlsberg brand, commented: "The sponsorship of the UEFA's national team competitions provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg."

UEFA Events is a wholly owned subsidiary of UEFA, created to handle the European governing body's commercial and event operations. CAA Eleven is the exclusive marketing agency of UEFA appointed to manage commercial rights to UEFA national team competitions, including the UEFA European Championship, UEFA European Under-21 Championship, UEFA European Women's Championship, UEFA European Futsal Championship and the European qualifiers.