Arsenal Football Club has announced Carlsberg as the Club’s Official Beer Partner for the next three seasons, granting the Danish brewer global marketing rights to promote its association to millions of Arsenal fans across the world.
A key area of Carlsberg’s focus will be on engaging with Arsenal’s large and rapidly growing fanbase in that region, following on from the Club’s successful pre-season tour to Malaysia and China.
As part of the partnership, Carlsberg’s own-brand and licensed beer, ale and cider products will be exclusively poured within Emirates Stadium.
On matchdays, Carlsberg will also create a bespoke ‘Carlsberg Lounge’, offering a special experience for its invited guests and competition winners before and after each home game.
Vinai Venkatesham, Arsenal’s head of Global Partnerships, said: ‘We are delighted to announce our new partnership with Carlsberg, a truly global brand with real history and heritage within football’.
‘Following our Asia Tour, as we focus on further engaging with our international fanbase, Carlsberg are a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide. We look forward to working closely with Carlsberg in the years ahead on joint initiatives, and warmly welcome them to our growing family of Official Partners’.
Keld Strudahl, Carlsberg’s international marketing director, added: ‘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’.
Caroline Hipperson, director of Brands & Insight at Carlsberg UK, explained: ‘Carlsberg are delighted to be partnering with Arsenal, a Club like our own company, with a rich heritage and history. Connecting with Arsenal’s large and loyal fan base across the world is a key part of this new partnership, as well as serving our products to fans at one of the world’s leading grounds, the Emirates Stadium’.
‘This new partnership will significantly strengthen our existing sponsorship portfolio, and is part of a wider strategic intent to be seen as THE beer brand of football’. [Source: Sport Industry Biz]