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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.
Internationally, Carlsberg has supported football consistently through major sponsorships since 1988.
We are probably the best football supporter in the world.
We sponsored the World Cup of 1990 in Italy, Champions League in 1993 and 1994, and currently sponsor the UEFA Cup and Super Cup.
In the UK Carlsberg is a sponsor of Team England and the FA, and at the club level we are part of the game with our long-running association with one the world’s greatest clubs Liverpool. Also, we are a Founding Partner of the New Wembley stadium.
In Ireland and Switzerland we sponsor the national teams, and in Denmark Carlsberg is a sponsor of FC Copenhagen and Odense (OB).
In Germany, Carlsberg is a sponsor of Hamburger SV.
In Serbia, Carlsberg is a sponsor of Vojvodina.
In North America, Carlsberg recently entered into a sponsorship agreement with Toronto FC, a Canadian club participating in Major League Soccer, the professional football league with teams from the US and Canada.
Add to this multiple local and ad hoc sponsorships around the world, where Carlsberg supports the sport for the benefit of fans and football players.
Carlsberg Football sponsorships:
National Team Sponsors:
England
Ireland
Serbia-Montenegro
Switzerland
Denmark (1978-1985)
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)
FIFA World Cup (Italia ’90)
European Cup Winners Cup 1992, 1993, 1994, 1998
European Champions Clubs Cup Finals 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
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