Carlsberg has cemented its links with the world of football by signing a major sponsorship deal with the English Football Association worth £40m.
In what is widely considered one of the most lucrative sponsorships within sport, Carlsberg will become one of the five "pillar sponsors" under the FA's new Partner Scheme.
As part of the deal, Carlsberg will become exclusive owners of "Men's Football" which incorporates sponsorship of the FA Cup and the England team up to and including the 2006 World Cup in Germany.
The brand will also enjoy title sponsorship of the FA Trophy, FA Vase and Sunday Cup to add to its team sponsorship of Liverpool and Hibernian in Scotland.
The new contract commences in August and follows Carlsberg's announcement that it's set to become the first official sponsor of the European Championships in 2004 and 2008.
"The FA deal is an important part of the jigsaw as we develop our commercial plans for the Carlsberg brand," said Doug Clydesdale, managing director of brands and sales, Carlsberg-Tetley. "Football has been a key driver of Carlsberg's growth in the UK lager market and sales have virtually doubled since Euro '96.
"The next step for us is to build a cohesive programme around the Euro Championships, England and the FA Cup and deliver real excitement to customers and consumers. Carlsberg is the fastest growing standard lager and it is major deals like this that will sustain the momentum."
Adam Crozier (pictured on left with Doug Clydesdale), chief executive of the Football Association, said: "Carlsberg's long-term association with English football at national and club level and involvement in several European Championships were important factors in arriving at our decision."
"I am delighted that it remains committed to investing in our vision for football and supporting every level of the nation's game from the grass roots to the pinnacle in the form of the FA Cup and our national team."
Earlier this year, Carlsberg-Tetley relaunched both its Carlsberg and Export brands with modernised packaging, a new advertising campaign, swift pouring fonts and the backing of Danish supermodel Helena Christensen as part of a £28m investment.
"These are exciting times for the business and follow on from the successful relaunch of the brand earlier this year," continued Mr Clydesdale. "With the World Cup only days away, we are hoping to recreate some of the success the England sponsorship achieved at Euro 2000."
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