Carlsberg celebrates return to UEFA national team competitions and signs new long-term partnership
Carlsberg and UEFA today announced a long-term partnership that will see Carlsberg become the official beer of the UEFA national soccer team. This includes UEFA EURO 2028™ and UEFA Women's EURO 2029, the UEFA Nations League Finals™ and UEFA Women's Nations League, the Men's and Women's European Qualifiers and the UEFA Futsal EURO™.
The return to the European Qualifiers, the first competition under the sponsorship in March 2025, marks Carlsberg's return to the pinnacle of European national team soccer. Carlsberg previously had a partnership with UEFA that lasted more than two decades from 1988 to 2016.
This continues the Danish brewery's long-standing commitment to the world of sport, exemplified by its 33-year partnership with Liverpool Football Club. During their time as loyal partners, LFC and Carlsberg will continue to work side by side to deliver impactful and meaningful campaigns that celebrate the club's illustrious history and, most importantly, give fans greater access to the best soccer.
As part of the sponsorship, Carlsberg will have exclusive bar rights at UEFA EURO 2028™, UEFA Women's EURO 2029, UEFA Futsal EURO™ and the UEFA Nations League Finals™. Carlsberg will also be featured on the perimeter boards and in media interviews at all other UEFA national team competitions.
Carlsberg, the official beer of the UEFA national team, will continue to offer soccer fans unique experiences throughout the partnership.
The list of competitions involved in the deal includes:
- UEFA EURO 2028™
- UEFA Women's EURO 2029
- UEFA Nations League™ 2025, 2027, 2029 finals
- UEFA Women's Nations League 2025-2030
- Men's European qualifying round 2025-2029
- Women's European qualifying round 2028, 2029
- UEFA Futsal EURO™ 2026, 2030
Speaking about the partnership , Lynsey Woods, Global Brand Director at Carlsberg, said : "It's a privilege for us to be the official beer of the UEFA national soccer team. At Carlsberg we love giving people access to the best experiences and this partnership is a great opportunity for Carlsberg to provide fans with access to the best soccer matches.
Carlsberg and our wide range of beers will provide fans with unforgettable experiences. We are excited about the opportunities we can support on many levels, from women's soccer to the fan experience and memorable match day moments, to name but a few. Carlsberg and soccer make a great team.
The sport has grown exponentially in the years since we sponsored UEFA EURO 1988 and never before have so many eyes been on soccer, especially at international level. With these exciting competitions, we can't wait to continue investing in this journey in both men's and women's soccer."
UEFA President Aleksander Čeferin commented: "Carlsberg and UEFA have been partners since UEFA EURO 1988 and we are delighted to embark on this next chapter together. With an incredible line-up of European national team competitions ahead of us, we look forward to bringing the game closer to the fans and making every moment even more special."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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