The agreement means that Carlsberg has exclusive pouring rights along with access to tickets to all the major sporting and music events that are held at Wembley. It takes effect immediately and runs through to 2014.
Gareth Roberts, Carlsberg’s director of sponsorship & media relations, says: “For Carlsberg drinkers everywhere this is great news. This confirms our continued commitment to our customers and drinkers in giving them unique access to the best football and music events around at one of the best stadiums in the world. This totally compliments our Tuborg and music strategy and with our FA partnership and Official Beer status with The England football Team already in place, Carlsberg can also boast a football sponsorship portfolio second to none.”
Peter Daire, head of ponsorship at The FA Group, adds: “Carlsberg has a rich heritage in football and music so we’re thrilled they’re extending their support for the national stadium to 2014. Wembley is the most iconic sport and entertainment venue in the UK and having committed commercial partners on board is integral to its success.”
The four-year agreement runs until the end of July 2014 and covers all England football international home games, FA Cup semi-finals & final, play-off finals and all major music events at the stadium.