Carlsberg has won the latest round in the on-going battle for top music sponsorships by aligning newcomer Tuborg with a host of festivals.
A tie-up with promoter Live Nation will give the lager exclusive rights to a set of 31 music events and venues, including Global Gathering and Escape into the Park along with Cardiff International Arena and Manchester Apollo.
The deal comes after Carlsberg cornered the rights to the Glastonbury Festival and Wembley Stadium and puts the brewer on a similar footing to Carling, which also has a string of festivals to its name.
The move also emphasises Carlsberg's ambitions for Tuborg in the UK.
The brewer hopes the contract will enable it to reach more than 5.2 million consumers who attend Live Nation venues and festivals.
It intends to leverage the link further with branded bars at events and ticket giveaways that help align the beer with live music.
Carlsberg UK marketing director Darran Britton says: "The Official Beer of Live Nation is a fantastic opportunity and platform for Tuborg's launch in the UK and cements our long association with music. This agreement is about being part of young people's passion for music and entertainment."
The first event to take the Tuborg name will be June's Download festival, where 70,000 music-lovers are expected.