At every level of the game, Carlsberg has become the beer you associate with football.
It began in the 1970s, when Carlsberg was the first commercial sponsor of the Danish national team and national league, and was instrumental in establishing the country’s professional game.
The most popular sport
Today, football is the most popular sport in Western Europe and becoming increasingly popular across Eastern Europe and Asia. And Carlsberg has become one of the biggest football sponsors.
We’re involved with national teams and international tournaments.
We sponsor famous clubs and
major national competitions.
We’re a founding partner of the iconic new Wembley Stadium, home of English football.
And we even sponsor non-league competitions, supporting football right down to its grass roots.
The best beer for the best moments
“Football is the perfect match for the Carlsberg brand,” explains sponsorship director Keld Strudahl. “It has mass international appeal and high status, it engages our core male target audience and it suits our brand positioning of the best beer for the best moments. What’s better than watching your favourite team with your best mates, while enjoying a cold pint of Carlsberg?”
That’s why football is now the main focus for Carlsberg sponsorship.
So just how closely is Carlsberg involved?
National Team Sponsors:
Denmark
England
Ireland
Serbia-Montenegro
Switzerland
Tournament Sponsors:
UEFA European Football Championship 1988, 1992, 1996, 2000, 2004, 2008
UEFA Cup 1997-2009
UEFA Super Cup 1998-2008
The FA Cup (England)
The Carlsberg Cup (Hong Kong)
FIFA World Cup (Italia ’90)
European Cup Winners Cup 1992, 1993, 1994, 1998
European Champions Clubs Cup 1992, 1994
The Champions League 1993, 1994
Club Sponsors:
Liverpool FC
Hamburg SV
Toronto FC
FC Copenhagen (Denmark)
Odense (Denmark)
Vojvodina (Serbia)
and many more…
Non-League Competitions (UK):
The FA Carlsberg Trophy
The FA Carlsberg Vase
The FA Carlsberg Sunday Cup
The FA Carlsberg National League System Cup