The brand replaces Wells & Young’s rival beer brand Red Stripe as the headline sponsor.
Paul Davies, director of brands at Carlsberg UK which owns the Tuborg brand, said: ‘The NME awards and Tuborg are a natural fit. The awards are the most sought after in British music, and Tuborg has become synonymous with the UK music scene.’
The one-year deal means that Tuborg will be the official beer of the awards and live activity which includes the nationwide Shockwaves NME Awards Tour and Shockwaves NME Awards Shows in the run up to the main event on 24 February.
Jonathan Boakes from the NME says: “We are delighted to have signed up Tuborg as the official beer partner of the Shockwaves NME Awards and as sponsor of the Best Live Band award. The brand is a massive supporter of live music and we are looking forward to it being part of the biggest rock and roll event of the year.”
The sponsorship deal will also be advertised in NME in print and online.