Carlsberg Enters New Three-Year Partnership with Premier League

TORONTO, Jan. 16, 2013 /CNW/ - Carlsberg and the Premier League have agreed a new three year deal for Carlsberg to be the Official Beer Partner of the Barclays Premier League. The deal will run for three seasons from 2013/14 until the end of the 2015/16 season.

A win-win for Carlsberg and Premier League
Commenting on the agreement Tom Moradpour, Vice President of the Carlsberg Brand, said: "At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.

"The Carlsberg brand has a long association with football and we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.

"It is a long term deal, which will enable powerful football activation you can count on every year. For the first time, we have the opportunity to build a long term scale football platform with both depth and frequency."

Premier League Chief Executive, Richard Scudamore, added: "We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League's official beer partner."

"The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg - one of the most renowned breweries in the world - an excellent partner for us."

"The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad."

Premier League: The biggest continuous annual global sporting event
The Barclays Premier League is the biggest continuous annual global sporting event in the world. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 720 million households, and more than a billion fans follow the league globally.

As the partnership does not officially begin until the beginning of June, we have decided to announce the deal to both press and consumers only at this stage. No doubt you will start to see the release appearing in sports, business and marketing news coverage.

What's in it for Carlsberg?
The deal grants Carlsberg a host of Premier League assets for markets to leverage in all marketing plans / communications, such as; official designation, official logos, tickets and hospitality, content and merchandise. An internal toolkit will be produced in March, enabling everyone to understand Carlsberg's strategic role in football, as well as having access to a set of guidelines providing information on how the assets can be used.

About Carlsberg Canada
Carlsberg Canada is a subsidiary of Copenhagen-based Carlsberg Group, which is one of the world's leading brewers, with an extensive portfolio of beer and other beverage brands. The flagship brand - Carlsberg - is one of the best-known global beer brands, enjoyed by consumers in more than 150 countries around the world. For more information please visit http://www.carlsberg.ca/.

SOURCE: Carlsberg Canada

Tonisha Bath
Strategic Objectives
416-366-7735 x274
[email protected]