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Carlsberg to sponsor Premier League

By John Harrington , 15-Jan-2013
Last updated on 15-Jan-2013 at 15:39 GMT2013-01-15T15:39:12Z

Carlsberg, the international brewer, has signed a three-year deal to be the Official Beer Partner of the Barclays Premier League.

The deal, for an undisclosed sum, will run for three seasons from 2013/14 until the end of the 2015/16 season.

Benet Slay, chief executive of Carlsberg UK, said: “At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.

“The Carlsberg brand has a long association with football and we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.

“This new partnership significantly strengthens our existing portfolio and we look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”

Premier League chief executive Richard Scudamore said: “We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League’s official beer partner.

“The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg – one of the most renowned breweries in the world – an excellent partner for us.

“The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad.”

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