Carlsberg has become the Official Beer Partner to Arsenal Football Club for the next three seasons.
This significant new partnership grants Carlsberg exclusive marketing rights on a global basis, enabling us to promote our association to millions of Arsenal fans across the world, in support of our ambition to be the fastest growing global beer company.
Key components of the deal include; use of player imagery in advertising and point of sale; LED perimeter board advertising at all matches. In addition, our products will be exclusively poured within the Emirates Stadium. On match days, Carlsberg will also develop a bespoke ‘Carlsberg Lounge’ offering a special experience for its invited guests and competition winners before and after each home game.
A great match of two established brands
Keld Strudahl, Carlsberg's International Marketing Director, adds: "Arsenal and Carlsberg have much in common. Both are well known, established brands, recognized around the globe. In the run-up to next year's European Championships, at which Carlsberg has been an official sponsor since 1988, it is great that we have partnered with another international football club which has a strong following, not only in Europe, but also in Asia - Carlsberg's target markets."
Commenting on the deal, Caroline Hipperson, Director of Brands & Insight at Carlsberg UK, said: “Carlsberg are delighted to be partnering with Arsenal, a Club like our own company, with a rich heritage and history. Connecting with Arsenal’s large and loyal fan base is a key part of this new partnership, as well as serving our products to fans at one of the world’s leading grounds, the Emirates Stadium. This new partnership will significantly strengthen our existing sponsorship portfolio, and is part of a wider strategic intent to be seen as THE beer brand of football".
A great partner with reach over 140 markets
Vinai Venkatesham, Arsenal’s Head of Global Partnerships, says: “We are delighted to announce our new partnership with Carlsberg, a truly global brand with real history and heritage within football. Following our Asia Tour, as we focus on further engaging with our international fanbase, Carlsberg are a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide. We look forward to working closely with Carlsberg in the years ahead on joint initiatives, and warmly welcome them to our growing family of Official Partners.”