Carlsberg has signed a three-year global marketing deal with Arsenal
As the Gunners’ official beer for the next three years, the Danish brand can promote the association to fans of the London club all over the world. The deal builds on Carlsberg’s strong commercial links to football – it already sponsors the England team, Liverpool FC and the UEFA European Championships.
The Arsenal arrangement allows the lager to use player images in advertising, point of sale material and LED perimeter board advertising at all matches.
Carlsberg has also secured exclusive pouring rights at the Emirates Stadium, and the right to develop a Carlsberg Lounge at the ground to entertain guests.
“Connecting with Arsenal’s large and loyal fan base across the world is a key part of this new partnership, as well as serving our products to fans at one of the world’s leading grounds, the Emirates Stadium,” said Caroline Hipperson, director of brands and insight at Carlsberg UK.
“This new partnership will significantly strengthen our existing sponsorship portfolio, and is part of a wider strategic intent to be seen as the beer brand of football.”