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Carlsberg And Stoke City Extend Beer Partnership

Mon 10th Mar 2014 | Football Sponsorship

Carlsberg UK and Stoke City FC have extended a deal which sees Carlsberg remain as the club’s Official Beer Partner until 2017.

The deal, which is a two year extension on an agreement that had a further year to run, secures pouring rights for Carlsberg UK’s beer and beverage portfolio including Carlsberg and Somersby Cider at the Britannia Stadium exclusively for Premier League fixtures.

As part of the extended agreement Carlsberg has increased its perimeter LED match-day advertising exposure to support its status as the Official Beer of the Barclay’s Premier League which runs until the 2016.

Since linking up with the brewer in 2007, the Potters have seen an 88 per cent increase in commercial revenues.

City’s Head of Commercial Andrew Billingham said: “We are extremely pleased that Carlsberg UK has chosen to continue to invest in Stoke City and extend our long and successful relationship. 

“With any partner we work from day one as though it’s our last to ensure that both parties receive excellent value.  We believe this is proven by the 90% partnership renewal rate the Club has achieved since securing promotion to the Premier League in 2008.”

David Scott, Director of Brands & Insight at Carlsberg UK, added:  “Carlsberg UK is proud to be the Official Beer Partner of Stoke City, a club with a strong tradition and rich heritage like our own brand and company. 

“Through the extended partnership we will connect with Stoke City and wider Premier League supporters at the Britannia Stadium and further cement our position as the beer brand of football and fans.”

The partnership with Stoke City FC further strengthens the Carlsberg brand’s involvement with football at all levels across Europe and the UK, from the professional game through to grassroots.  Carlsberg has been a sponsor of the European Championships since 1988, is the Official Beer of the England football team and recently celebrated a 21 year relationship Liverpool FC.  At grassroots levels it also sponsors the FA Carlsberg Trophy and is official partner to the FA’s referee programme.

Earlier this year Carlsberg announced a three year partnership to become the Official Beer Partner of the Premier League, starting with the upcoming 2013/14 season. 

Posted by: Aaron Gourley 

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