Brains extends Welsh football deal

Brains has agreed a new deal to sponsor Welsh football with its beer 45 continuing as the Official Beer of Welsh football.

The four year deal extends the agreement, which began in 2006, and means 45 will be promoted on pitch-side boards at football grounds whenever Wales play at home until 2012. The beer will also be poured at the Millennium Stadium.

"The opportunity to continue our sponsorship with the FAW gives 45 a global stage," said head of marketing Stewart Dobson.

"45 is relatively new, having only been launched in 2006, and the fit with Welsh football seems a perfect one.

"The partnership has so far proved fruitful. In the three years since its launch 45 has exceeded all expectation. The brand has achieved significant distribution, which has only been helped by the thousands of football fans, both Welsh and visiting supporters, who have enjoyed our beer."

David Collins, secretary general of FAW, added: "The partnership, which will continue until the end of the European Championship in 2012, has brought many benefits to both companies.

"As Wales continues its campaign to qualify for the World Cup finals in South Africa in 2010, the FAW is very pleased to have an established partner as one of its major sponsors. The FAW is particularly pleased that Brains will continue to host the Awards Dinner during the term."