The deal will see Carlsberg ads appear every hour during weekday evenings on all five Sky Sports channels.
Specially created on-trade ads will use the ‘That Calls for a Carlsberg’ tagline, which seeks to deliver the message that “beer tastes better when you’ve earned it”.
The message will focus on the enjoyment of a pint as part of the social experience of watching sport in the pub.
The deal also includes a new co-branded logo appearing on advertising, and point of sale material to on-trade Sky customers.
“For the on-trade, encouraging customers to enjoy watching sport in their local is an important way to boost business,” said Darren Morris, brand controller for Carlsberg.
“Enjoying a Carlsberg whilst watching Sky Sports is one of the simple pleasures in life.
“Our dedicated TV ads for Sky Business subscribers are the perfect way to bring the ‘everyday reward’ concept to life, by reminding their customers of the importance of rewarding themselves for the millions of small things they do every day.”
Graham Appleby, commercial director, Sky Media, said: “We are really pleased that Carlsberg have chosen to invest in Sky Sports to fulfil their ‘everyday reward’ message.
“We are looking forward to seeing how the campaign successfully runs across many of Sky’s different platforms, from advertising on the Sky Sports network to co-promotion within pubs, as well as further digital and on-pack activity.”
The campaign builds on Carlsberg’s strong links with sport, which includes the England team, UEFA European Championships, Arsenal and Liverpool FC.