Carlsberg inks FA deal
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Carlsberg UK has extended its sponsorship deal with the Football Association which sees the beer brand continue as the ‘Official Beer’ of both the England team and The FA Cup.
The new four-year agreement, which will see the partnership extended to 19-years, also includes Wembley Stadium, where Carlsberg will continue as beer pouring partner.
The agreement also grants Carlsberg title rights to The FA’s Referees Programme.
Carlsberg has partnerships with a number of Premier League clubs including Liverpool, with which it has been shirt sponsor for 17-years.
The FA is currently seeking a new title sponsor for the FA Cup after energy supplier Eon announced last week that it was not to extend its current arrangement beyond this season.
Yesterday (7 September), the FA announced that its group commercial director Jonathan Hill is to step down at the end of September to pursue “new challenges”. It is not known if he has a job to go to.
Readers' comments (1)
Russ Budden | Tue, 8 Sep 2009 4:10 pm
A shrewd move by Carlsberg to extend the deal!
Latest TGI Sport + data shows the current sponsorship deal is working, Premier League fans are 31% more likely than the average adult to be regular Carlsberg drinkers.
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