English Premier League football club Aston Villa has announced a new three-year partnership with Danish beer brand Carlsberg.
Carlsberg will be the official beer and cider supplier to Aston Villa for the next three seasons at its Villa Park stadium, commencing from the forthcoming 2013-14 campaign.
The deal includes a strong branding presence at Villa Park, from pitch-side LED screens and media interview boards to club bars, suites and executive areas. Carlsberg will also benefit from access to hospitality and match tickets for promotional activities.
Carlsberg has an established presence in UK football and earlier this year announced a three-year partnership to become the official beer of the Premier League from the 2013-14 season. It is the official beer partner of the England national team and at grassroots level it sponsors the Football Association’s Carlsberg Trophy and the FA’s referee programme.