THE PREMIER LEAGUE has recruited Carlsberg as its official beer partner in a three-year deal until the end of the 2015/16 season.
To begin at the start of the 2013/14 campaign, the Danish beer brand will join the likes of Barclays, Nike, EA Sports and Topps as official Premier League partners, while Lucozade will end its 21-year association with the league at the end of this season.
The deal marks an increased presence in the Premier League for Carlsberg. The brand was the long-term shirt sponsor of Liverpool between 1992 and 2010 (and remains the club’s official beer partner) and has sponsorship agreements in place with Arsenal and Tottenham Hotspur.
Carlsberg becomes the first official beer partner of the Premier League since Budweiser ended its agreement in 2010 after eight years of partnership.
Today, both Budweiser and Carlsberg have a relationship with English football’s governing body, the Football Association.
Budweiser is the title sponsor of the FA Cup while Carlsberg remains the official beer of the England team in a deal which runs until 2014.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG