Contract details
Start date:
End date:
Status:
2013
2016
Official beer partner
Leagues and Tournaments:
Carlsberg and the Premier League: A Strategic Sponsorship Deal
On January 13, 2013, Carlsberg and the Premier League reached a sponsorship agreement, making the Danish brewing company the Official Beer Partner of the Barclays Premier League. The deal covered a three-season period, starting from the 2013/14 season and concluding at the end of 2015/16.
Sponsorship Rights and Brand Engagement
As part of the agreement, Carlsberg gained exclusive marketing rights, including:
- Official Premier League branding, allowing Carlsberg to use the league’s designations, marks, and imagery in promotional campaigns.
- Matchday access and hospitality, offering fans unique experiences at stadiums.
- Content rights for digital and social media channels, increasing consumer engagement with the Carlsberg brand.
Impact on Carlsberg’s Football Marketing Strategy
The Premier League sponsorship aligned with Carlsberg’s long-standing involvement in football, reinforcing its brand presence in one of the world’s most-watched sports leagues. The partnership provided extensive global visibility, strengthening Carlsberg’s association with top-tier football.
While the sponsorship officially ended after the 2015/16 season, Carlsberg’s influence in sports marketing remains strong, with continued partnerships in football, including its long-standing association with Liverpool FC and major international tournaments such as the UEFA European Championship.
Stay updated with the latest sponsorship news. Follow SponsorsGo on social media: