Aug 12, 2011 at 01:05 PM
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Carlsberg Wants to be 'THE Beer Brand of Football'

Danish brewer, Carlsberg, will be the Official Beer Partner of the Arsenal Football Club for the next three seasons. Carlsberg will have exclusive marketing rights on a global basis, enabling the brewer to promote the sponsorship across the world, in support of its self-proclaimed goal to be the fastest growing global beer company.

Akey area of Carlsberg’s focus will be on engaging with Arsenal’s growing fanbase in Asia, following on from the Club’s successful pre-season tour to Malaysia and China.

As part of the partnership, Carlsberg’s own-brand and licensed beer, ale and cider products will be exclusively poured within Emirates Stadium. On matchdays, Carlsberg will also create a bespoke ‘Carlsberg Lounge."

“We are delighted to announce our new partnership with Carlsberg, a truly global brand with real history and heritage within football," Vinai Venkatesham, Arsenal’s Head of Global Partnerships, said. "Following our Asia Tour, as we focus on further engaging with our international fanbase, Carlsberg are a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide."

“Carlsberg are delighted to be partnering with Arsenal, a Club like our own company, with a rich heritage and history. Connecting with Arsenal’s large and loyal fan base across the world is a key part of this new partnership, as well as serving our products to fans at one of the world’s leading grounds, the Emirates Stadium," Caroline Hipperson, Director of Brands & Insight at Carlsberg UK, added. "This new partnership will significantly strengthen our existing sponsorship portfolio, and is part of a wider strategic intent to be seen as THE beer brand of football".

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