The Union of European Football Associations (UEFA), the official governing body of football in Europe, has partnered with Danish brewer Carlsberg once again on a multi-year basis.
Coming on board until 2030, Carlsberg will become an Official Global Sponsor for the UEFA men’s and women’s national team tournaments, covering events such as EURO 2028, Women’s EURO 2029, the Nations League Finals, the Women’s Nations League, the Men’s and Women’s European Qualifiers, the Under-21 Championship, and Futsal EURO.
Carlsberg will also take up the role of “the Official Beer of UEFA National Team Competitions for Men’s and Women’s.” It will enjoy exclusive pouring rights and prominent brand visibility across the pitch-side perimeter boards and on the media interview backdrops.
Carlsberg was previously a partner of the UEFA national team football between 1988 and 2016.
Aleksander Ceferin, President, UEFA, commented:
“Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together. With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.“
Jacob Aarup-Andersen, CEO, Carlsberg, added:
“There’s something very special about international football, not least in its power to bring together an entire nation of fans in support of one common goal, sharing in the highs and lows of the beautiful game. That’s why we’re excited to announce the return of Carlsberg Group to the international fold, signing a multi-year partnership deal with UEFA to become the Official Beer of UEFA National Team Competitions for Men’s and Women’s. UEFA and Carlsberg share similar values and ambitions to unlock the enormous potential of the game, both in men’s and the incredible journey we have seen with women’s football in recent years. We look forward to embarking on what will undoubtedly be a successful partnership, with fans at the heart of everything we have planned. As we look to build a bold and exciting future of growth, we await this exciting next chapter.“
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