Denmark: Carlsberg to become the Presenting Sponsor of the UEFA Cup between 2006 and 2009

Carlsberg has agreed to become the Presenting Sponsor of the UEFA Cup between 2006 and 2009, and of the UEFA Super Cup from 2006-2008, the Union of European Football Associations released August 24.

The agreement continues Carlsberg's long association with UEFA. Carlsberg has sponsored the UEFA Cup final and UEFA Super Cup since 1998. This new deal increases their rights from the quarter-finals to the final of the UEFA Cup, until 2009, and for the UEFA Super Cup until 2008.

As Presenting Sponsor, Carlsberg will be entitled to full association rights across each season, event rights from the quarter-final stage to the final of the UEFA Cup, and broadcast and new media rights. "We have enjoyed a great relationship with Carlsberg over the years as sponsors of a number of UEFA properties," said UEFA President Lennart Johansson, "so we are thrilled they have chosen to extend their association with us.

“We are particularly pleased that such a strong brand as Carlsberg has shown its full trust in the new approach to the UEFA Cup, that of centralising the rights package from the quarter-final stage to the final itself, and we are confident it will prove successful," he added.

Keld Strudahl, sponsorship director of Carlsberg International, was equally satisfied, saying: "We are delighted to extend our partnership with UEFA. Their competitions showcase some of the best teams in European football and we believe Carlsberg is the ideal partner for such prestigious events."