Carlsberg boots Heineken out of Arsenal’s Emirates
Arsenal has signed Carlsberg for the next three seasons as its first ever official beer partner.
The new deal means that Carlsberg will replace Heineken, which used to supply beer for the stadium – but did not have any marketing or sponsorship rights – as the club’s official pouring partner.
Carlsberg will have exclusive global marketing rights to promote the Arsenal association and help to cement the Danish brewer as “THE beer brand of football”. The brand already has partnerships with the Football Association and Liverpool Football Club.
The Arsenal deal will allow Carlsberg to focus on engaging with the North London club’s rapidly growing fanbase in Asia as it looks to become the fastest growing global beer company.
Arsenal’s Emirates Stadium will now serve Carlsberg’s own-brand and licensed beer, ale and cider products on an exclusive basis.
On matchdays, Carlsberg will also create a “lounge” experience for its corporate guests and competition winners before and after each game, similar to that it has just unveiled at Liverpool’s Anfield stadium.
Vinai Venkatesham, Arsenal’s head of global partnerships, says: “Following our Asia tour, as we focus on further engaging with our international fanbase, Carlsberg are [sic] a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide.”
