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Carlsberg signs up global deal for eighth consecutive UEFA European Football Championships

  Carlsberg is pleased to announce that it has renewed its partnership with UEFA to remain the Official Beer Sponsor of UEFA’s various national team competitions, including the 2016 UEFA European Championship and acquired rights in connection with the European Qualifiers from 2014 to 2017. This will be Carlsberg’s eighth consecutive sponsorship of the UEFA European Football Championships and, following on from its recent decision to become a sponsor of the English Premier League, underlines its commitment to leveraging football, both at a national team and club level. The global stature and scale of UEFA national team competitions allows Carlsberg to activate well beyond Europe.  Such is the attraction of European football in Asia, a region in which Carlsberg continues to grow its business significantly, that during the2012 tournament, markets such as Malaysia, China, India and Hong Kong, were also very active, both in the run-up to the tournament and during the tournament itself.   Commenting on today’s announcement, Tom Moradpour, Vice President of the Carlsberg Brand, said: “Sponsorship of the UEFA European Football Championships provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg. UEFA EURO 2012™ was a very successful tournament for us, both in terms of increased sales and increased media exposure for the Carlsberg brand. It justified our investment and convinced us that we should continue with this investment.”   Marketing Director of UEFA Events S.A. , Guy-Laurent Epstein added:   “We are delighted that Carlsberg extended its association with UEFA EURO that began back in 1988. Carlsberg has been a loyal and committed partner throughout this period and it is fantastic that our partnership continues.  Carlsberg is one of the leading brands in football and the first partner to endorse UEFA’s new marketing platform which includes the UEFA European Championship and the European Qualifiers.” Contacts       Carlsberg Group:               Jens Bekke    +45 3327 1412jens.bekke@carlsberg.com Ben Morton   +45 3327 1417ben.morton@carlsberg.com   UEFA Press Office:           +41 848 00 2727,media@uefa.ch   EURO 2012 winners, Spain and Carlsberg 'Drink Responsibly' perimeter boards   Carlsberg’s long-standing involvement with football Carlsberg has been a consecutive sponsor of the European Football Championships since 1988, and was Official Partner to UEFA EURO 2012™. The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland and Serbia. In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a long running association with Liverpool FC and Arsenal FC plus the recent deal with the Premier League, as well as, FC Copenhagen, OB-Odense (Denmark), Hamburger SV, FC St. Pauli (Germany), FC Porto (Portugal) and many more.   About Carlsberg Group  The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the top six biggest brands in Europe. More than 42.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2012, the Carlsberg Group sold approximately 120 hectolitres of beer, equivalent of approx. 36 billion bottles of beer.     About UEFA, UEFA Events S.A. and CAA Eleven UEFA is the governing body of European football, consisting of 53 member associations. Its core mission is to promote, protect and develop European football at every level of the game. Promoting national team football and providing financial stability to its member associations form an integral part of the objectives of UEFA. UEFA Events is a wholly owned subsidiary of UEFA, created to handle the European football governing body's commercial and event operations. CAA Eleven is the exclusive marketing agency of UEFA appointed to manage commercial rights to UEFA national team competitions, including the UEFA European Football Championship™, UEFA European Under-21 Championship™, UEFA European Women’s Championship™, UEFA European Futsal Championship™ and the European Qualifiers.   About the European Qualifiers Traditionally, all European national team qualification matches for UEFA European Football Championship and the FIFA World Cup have been sold individually by the respective member associations. Purely from a financial perspective, this approach resulted in the member associations being largely dependent on a favourable qualification draw in terms of the media rights value of their matches.  This approach was also widely considered not to be beneficial from a promotional angle, mainly due to the lack of a consistent and optimised match schedule and a centralised brand for the qualification matches.  In recent years, UEFA and its member associations have collaborated in order to address these concerns and at the UEFA Congress in March 2011 in Paris, it was announced that the 53 member associations have agreed to centralise the media and certain marketing rights to their respective qualification matches for UEFA EURO 2016™ and the 2018 FIFA World Cup™.

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