TORONTO, Jan. 16, 2013 /CNW/ - Carlsberg and the Premier League have agreed a
new three year deal for Carlsberg to be the Official Beer Partner of the
Barclays Premier League. The deal will run for three seasons from 2013/14
until the end of the 2015/16 season.
A win-win for Carlsberg and Premier League
Commenting on the agreement Tom Moradpour, Vice President of the Carlsberg
Brand, said: "At a time when we are fully committed to growing the Carlsberg
brand, it is fantastic to be associated with such an iconic football property
as the Premier League.
"The Carlsberg brand has a long association with football and we are delighted
that this partnership with the Premier League provides us with another
platform with which to connect with consumers and football fans around the
world and drive greater engagement with the Carlsberg brand.
"It is a long term deal, which will enable powerful football activation you
can count on every year. For the first time, we have the opportunity to build
a long term scale football platform with both depth and frequency."
Premier League Chief Executive, Richard Scudamore, added: "We are extremely
pleased that Carlsberg has chosen to invest in the Premier League and, from
next season, become the League's official beer partner."
"The Premier League is well known and well followed in the UK and
internationally and that makes Carlsberg - one of the most renowned breweries
in the world - an excellent partner for us."
"The commitment and investment from commercial partners like Carlsberg is very
important in helping us to continue to put on a high quality football
competition that is enjoyed by fans at home and abroad."
Premier League: The biggest continuous annual global sporting event
The Barclays Premier League is the biggest continuous annual global sporting
event in the world. Across nine months of the year 380 matches are viewed in
212 territories worldwide. Coverage of the matches is available in
approximately 720 million households, and more than a billion fans follow the
As the partnership does not officially begin until the beginning of June, we
have decided to announce the deal to both press and consumers only at this
stage. No doubt you will start to see the release appearing in sports,
business and marketing news coverage.
What's in it for Carlsberg?
The deal grants Carlsberg a host of Premier League assets for markets to
leverage in all marketing plans / communications, such as; official
designation, official logos, tickets and hospitality, content and merchandise.
An internal toolkit will be produced in March, enabling everyone to understand
Carlsberg's strategic role in football, as well as having access to a set of
guidelines providing information on how the assets can be used.
About Carlsberg Canada
Carlsberg Canada is a subsidiary of Copenhagen-based Carlsberg Group, which is
one of the world's leading brewers, with an extensive portfolio of beer and
other beverage brands. The flagship brand - Carlsberg - is one of the
best-known global beer brands, enjoyed by consumers in more than 150 countries
around the world. For more information please visit http://www.carlsberg.ca/.
Tonisha Bath Strategic Objectives 416-366-7735 x274
SOURCE: Carlsberg Canada
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-0- Jan/16/2013 15:35 GMT
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