Carlsberg Enters New Three-Year Partnership with Premier League

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 
league globally. 
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 
Tonisha Bath Strategic Objectives 416-366-7735 x274 
SOURCE: Carlsberg Canada 
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CO: Carlsberg Canada
ST: Ontario
-0- Jan/16/2013 15:35 GMT
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