UK: Carlsberg inked a new four-year sponsorship deal with the English Football Association

Carlsberg UK and The FA have signed a new four-year sponsorship deal which sees one of the world’s leading beer brands become an ‘Official Supporter’ to both the England team and The FA (Football Association) Cup, The English Football Association released October 02.

The agreement also sees Carlsberg renew its status as the ‘Official Beer of England’.

The wide-ranging agreement also grants Carlsberg title rights to four non-league competitions, now to be known as The FA Carlsberg Trophy, The FA Carlsberg Vase, The FA Carlsberg Sunday Cup and The FA Carlsberg National League System Cup. In effect Carlsberg become the main partner for the men’s grassroots game in this country.

The new agreement further strengthens the link between Carlsberg and The FA, a relationship which has already lasted eleven years.

Gareth Roberts, Carlsberg’s Head of Sponsorship & Media Relations said: "For Carlsberg drinkers and football fans everywhere this is great news. Carlsberg will continue to offer fans across the country unique opportunities to exclusive 'money-can't-buy' rewards. With our Wembley Stadium partnership and sponsorship of Euro 2008 already in place, Carlsberg can clearly boast a football sponsorship portfolio second to none."

The new deal takes effect immediately and Jonathan Hill, The FA's Group Commercial Director, comments: "We are delighted that Carlsberg has continued its association with us. Their proactive support of our England team and our men’s competitions will be invaluable. That’s particularly true as we embark on the quest for qualification for the Euro 2008 finals and also enter a season which has already attracted record entry levels to the non-league competitions we run."

The four-year agreement runs until the end of July 2010. This covers all the England senior, Under-21 and U19 internationals in this period, four FA Cup competitions, the EURO 2008 championship and the FIFA World Cup 2010 in South Africa.

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