IMG Worldwide Enters Into New Partnership With Carlsberg as Exclusive Official Beer for Chinese Super League

IMG Worldwide Enters Into New Partnership With Carlsberg as Exclusive Official 
Beer for Chinese Super League 
BEIJING -- (Marketwired) -- 04/03/13 --  IMG Worldwide, the global
sports, fashion and media company announced today that it has entered
into a new partnership agreement with Carlsberg China. Effective
immediately, Carlsberg is the exclusive beer partner of the Chinese
Super League (CSL), China's top-flight football league for the next
three years (2014-2016). Financial terms of the transaction were not
The signing comes a week after IMG brought famed footballer David
Beckham to China as the first global Ambassador of Chinese Football. 
Following Carlsberg's sponsorship with Euro 2012 and its partnership
with the English Premier League (EPL) in 2013 as official beer, this
new partnership with the CSL marks Carlsberg's continued support of
the world's most popular game. Carlsberg will promote the CSL and EPL
-- two of the most watched sports leagues in China -- jointly in its
marketing efforts. 
Mr. Stephen Maher, CEO of Carlsberg China, said at the signing
ceremony, "As the most commercial and most watched sports league in
China, CSL is the crown jewel of Chinese sports. As a leading brewer
in the world, Carlsberg has a long history sponsoring sporting
events, especially football. This new partnership will leverage the
two partners' experience and resources and improve the quality of the
league, bringing the fans higher quality football and entertainment." 
Mr. Zhu Qilin, General Manager of CSL Co., said, "The CSL needs the
support of its commercial partners to take the league to a new level.
This new partnership will see Carlsberg bring to the CSL its rich
experience in working with other football leagues and help build the
league and increase its quality and influence." 
"We are very excited that, as part of this deal, Carlsberg will
promote the CSL throughout China in conjunction with the EPL," said
Adam Zhu, Vice Chairman of IMG Asia Pacific and Chairman and
President of IMG Greater China. "This new sponsorship agreement will
help us build the brand and cache of the CSL. We have pledged that as
the strategic partner of the CSL, IMG will spare no effort in
promoting the CSL and Chinese Football. Our dedication to CSL and
Chinese Football are more than a business partnership, we are happy
to invest IMG's resources in full range," Zhu said. 
Last year the CSL returned to CCTV 5 and witnessed a 90% growth in
total viewership. In Season 2013, CCTV 5 will drastically increase
the number of CSL games it will show. With football fans returning
and David Beckham serving as Special Ambassador, CSL is poised to
garner more attention domestically and internationally. With its 40
years of experience in football sponsorship, Carlsberg is committed
to supporting the CSL and bringing fans better match-day experiences. 
About IMG
 IMG Worldwide is a global sports, fashion and media
business, with nearly 3,000 employees operating in more than 30
countries around the globe. IMG's areas of expertise are diverse and
wide ranging: IMG College; IMG's Joint Ventures in India, China,
Brazil and Turkey; IMG Media; IMG Events and Federations; IMG Golf
and IMG Tennis; IMG Fashion; IMG Models; IMG Art+Commerce; IMG
Clients; IMG Academy; IMG Consulting and IMG Licensing. More
information is available at Follow us on Twitter
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Jim Gallagher
(212) 774-4419
Mobile: (914) 953-1103 
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