Carlsberg A/S, the world’s fourth-biggest brewer, said it will be the exclusive beer partner of the Chinese Super League, a soccer tournament, from next year through 2016.
Carlsberg’s China unit has teamed with IMG Worldwide, a sports, fashion and media business, the Copenhagen-based company said today in a statement, and will promote the Chinese Super League in its marketing in the country. It didn’t disclose the terms of the deal. Carlsberg also sponsored soccer’s European Championships last year.
“Carlsberg has a long history sponsoring sporting events, especially football,” Stephen Maher, head of Carlsberg’s China unit, said in the statement. “This new partnership will leverage the two partners’ experience and resources and improve the quality of the league.”
Brewers including Carlsberg are seeking ways to boost sales in emerging economies including China, the world’s biggest beer market, as volume wanes in Europe and the U.S. Carlsberg competes in China with Anheuser-Busch InBev NV, the owner of Budweiser, and SABMiller Plc, which sells the world’s biggest brand by volume, Snow.
“The CSL needs the support of its commercial partners to take the league to a new level,” Zhu Qilin, general manager of CSL Co., commented in the statement. “This new partnership will see Carlsberg bring to the CSL its rich experience in working with other football leagues.”