Carlsberg looks to Rooney to boost sales

Carlsberg is set to increase the use of England players in its marketing activity after expanding its deal with the Football Association.


The beer brand, already the “official beer” of the England football team, has signed a new deal that allows it to use pictures of England stars such as Wayne Rooney, John Terry and Steven Gerrard in campaigns both in the UK and globally.

The value of the new deal was not disclosed but it is thought that the beer brand paid more for the additional rights.

Parent company Carlsberg UK is hoping that the association will boost sales. It claims that sales of Carlsberg in pubs increased by 26% year-on-year during the first week of last year’s World Cup.

Dr Isaac Sheps, chief executive at Carlsberg UK, says: “We know that when we activate around our England sponsorship we see a great boost to sales and brand awareness. It is a great partnership and one that we hope will extend beyond the 2014 World Cup.”

Separately, the FA is expected to announce Budweiser as title sponsor of the FA Cup tomorrow (14 June). The beer brand will replace E.on.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here