After scaling back its marketing exposure in international football, Carlsberg is returning to national football to become a primary sponsor of UEFA EURO 2028.
Carlsberg Group confirmed it has signed a long-term partnership with the European football governing body to become the official beer of UEFA National Team Football.
The deal will also see the alcoholic brand a sponsored partner for UEFA Women’s EURO 2029, the UEFA Nations League Finals, UEFA Women’s Nations League, the men’s and women’s European Qualifiers and UEFA Futsal EURO.
Carlsberg had been a sponsored partner of UEFA from 1988 to 2016, where it received advertisement exposure in-stadium and on national broadcasts. The new deal with UEFA will last through to 2030.
UEFA President, Aleksander Čeferin, commented: “Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together.
“With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”
Carlsberg will work alongside UEFA to create opportunities for fans across Europe to win tickets for games for the competitions it will be present at, including hospitality seating and unique consumer experiences.
The alcoholic beverage company has had a long and storied relationship with football for several decades. Carlsberg was most notably the front-of-shirt sponsor of Liverpool FC, a deal that lasted for 33 years, with the two becoming synonymous with one another.
Speaking about the UEFA partnership, Louise Bach, Global Sponsorship Director at Carlsberg, said: “At Carlsberg our ambition has been to give people access to the very best of football, creating one-of-a-kind experiences for football fans from all over the world and celebrating memorable match day occasions across both the women’s and men’s game.
“We have a long legacy in the beautiful game, partnering with teams from many corners of the world from Ireland to Denmark, Canada to Sweden and of course our longstanding 33-year partnership with Liverpool Football Club.
“This is a special moment and marks our return to UEFA National Team Football sponsorship, which began way back at UEFA EURO 1988. We can’t wait to write tomorrow’s exciting chapter of this story, offering fans all across the world more access to the best of football.”
