Carlsberg UK Renews Official Beer Partner Status With Arsenal FC
Carlsberg UK has announced a new three-year exclusive deal with Arsenal Football Club to supply its beer and beverage brands including Carlsberg and Somersby Cider at the Premier League club’s Emirates Stadium.
The agreement will offer fans the opportunity to enjoy Carlsberg’s products on match days and during other events held at the North London stadium.
Simon Martin, Carlsberg’s Regional Sales Director (London and South East), said: “Carlsberg is proud to enter into this relationship with Arsenal, a club with a strong tradition and rich heritage like our own brand and company. This will allow us to provide Arsenal supporters at Emirates Stadium with Carlsberg products as part of their match-day experience and further cement our position as the beer brand of football.”
Vinai Venkatesham, Arsenal’s Chief Commercial Officer, said: “We’re delighted to announce this new deal with Carlsberg, a brand with a long and successful association within football. We are pleased to be able to continue to offer our fans a wide range of Carlsberg beverages to enjoy at Emirates Stadium for the next three seasons.”
The partnership with Arsenal further strengthens the Carlsberg brand’s involvement with football at all levels across Europe and the UK, from the professional game through to grassroots. Carlsberg has been a sponsor of the European Championships since 1988, and is the Official Beer of the England football team. At grassroots levels it also sponsors the FA Carlsberg Trophy and is official partner to the FA’s referee programme.
Carlsberg is also the Official Beer Partner of the Premier League, a deal which currently runs until the end of the 2015/2016 season. This partnership offers a unique range of rights and opportunities for consumers to engage with the Carlsberg brand including use of official Premier League titles and imagery, match-day access and content for online and social media channels.
Earlier this year, the Carlsberg Fan Squad – the fan task force aiming to amplify fans’ enjoyment of the beautiful game, headed by Sky Sports legend Jeff Stelling – invited 1,000 England fans, including representatives from the on-trade, to Wembley Stadium for England’s Euro 2016 qualifier win over San Marino.
In addition, Carlsberg further adds business-building support to trade customers via its Premier Sports Club, which provides a range of sports tools, branded promotional content and social media advice for publicans to promote online and in their pub. Premier Sports Club is now in close to 4,000 trade customers and membership gives licensees exclusive access to a range of branded promotional content for key sports events in-pub, including bar runners, food deal menus and monthly fixture posters, which drives footfall and rate of sale for members.