Tuborg signs up with Live Nation

Premium lager Tuborg has signed a sponsorship deal with Live Nation/Academy Music Group to become the official beer of all the group's venues from 1 January 2009.

The five-year deal will see Tuborg be the exclusive beer supplier to all 11 venues including the O2 Academy Brixton, O2 Academy Leeds and O2 Shepherd's Bush Empire.

"Tuborg is very excited about this deal with Live Nation/Academy Music Group," said Gareth Roberts, head of sponsorship and media relations at Carlsberg UK. "These are the best music venues in the country delivering the best music acts around. This will give Tuborg drinkers an incredible line up to choose from and our customers a great opportunity to promote music within their outlets and stores.

"This partnership firmly establishes Tuborg as the beer of music and clearly positions the brand as the number one product for any music venue."

Jim Campling, SVP marketing partnerships for Live Nation added: "Tuborg and music go hand in hand. This partnership sees a continued effort between two well respected brands, to provide their customers with the best live music experience possible."