Carlsberg teams up with Arsenal

Danish brewer Carlsberg has announced a new sponsorship deal with Arsenal Football Club, adding to the beer brand’s association with top-flight English football.

Carlsberg has ended its decades-long association with Liverpool Football Club (Photo: Flickr)

The deal will allow Carlsberg to use Arsenal player imagery in advertising and point-of-sale, as well as pitch-side board advertising at matches.

Furthermore, space will be set aside at the Emirates Stadium, home to the club, for Carlsberg to entertain invited guests of the brewer and competition winners.

The deal adds to Carlsberg’s links with several of the English premiership’s top clubs, most notably its longstanding relationship with Liverpool Football Club.

The beer brand was the shirt sponsor of the club for 17 years until the 2010 season, before becoming its beer partner.

Last year, Carlsberg announced a three-year extension to its Liverpool sponsorship.

At the time, Carlsberg marketing director Mike Thompson said, “Our relationship with Liverpool FC started in 1992. It was Carlsberg’s very first connection to English football – an affiliation which has grown significantly.”

Of the new Arsenal deal, Keld Strudahl, Carlsberg’s International Marketing Director, has said, “Arsenal and Carlsberg have much in common. Both are well known, established brands, recognized around the globe.

“In the run-up to next year’s European Championships, at which Carlsberg has been an official sponsor since 1988, it is great that we have partnered with another international football club which has a strong following, not only in Europe, but also in Asia – Carlsberg’s target markets.”