Carlsberg Celebrates Return to UEFA National Team Competitions with New Long-Term Partnership

Copenhagen, Denmark - Carlsberg has officially entered into a new long-term partnership with UEFA, establishing itself as the official beer for UEFA national football teams. This agreement marks Carlsberg's return to the UEFA sphere, with its first involvement kicking off during the European Qualifiers in March 2025.

The partnership encompasses several major tournaments, including the UEFA EURO 2028(TM), UEFA Women's EURO 2029, UEFA Futsal EURO(TM), and the UEFA Nations League Finals(TM). Carlsberg will enjoy exclusive pouring rights at these events, solidifying its presence within the European football landscape.

This latest collaboration follows Carlsberg's previous partnership with UEFA, which lasted from 1988 to 2016, showcasing the company's enduring commitment to sports sponsorship. Carlsberg's extensive experience in sports marketing is further highlighted by its 33-year partnership with Liverpool Football Club, where it has collaborated on various impactful campaigns aimed at enhancing fan engagement and celebrating the club's rich history.

As part of its sponsorship, Carlsberg will not only have exclusive pouring rights at key UEFA tournaments, but it will also feature prominently in advertising at various UEFA national team competitions, including media interviews and branding opportunities.

The partnership aims to deliver unique experiences to football fans throughout its duration. The tournaments involved in this agreement include:

• UEFA EURO 2028(TM)
• UEFA Women's EURO 2029
• UEFA Nations League Finals(TM) in 2025, 2027, and 2029
• UEFA Women's Nations League from 2025 to 2030
• Men's European Qualifiers from 2025 to 2029
• Women's European Qualifiers in 2028 and 2029
• UEFA Futsal EURO(TM) in 2026 and 2030

Commenting on the partnership, a representative from Carlsberg expressed enthusiasm for the opportunity to be the official beer of UEFA national teams. They highlighted the company's passion for facilitating access to premier experiences for fans, emphasizing that this partnership is a chance to connect fans with top-tier football events.

Furthermore, UEFA President Aleksander Ceferin noted the long-standing relationship between Carlsberg and UEFA since the UEFA EURO 1988, expressing excitement for the upcoming competitions and the opportunity to bring fans closer to the game.

The Carlsberg Group, established in 1847 by brewer J.C. Jacobsen, stands as one of the world's leading brewing companies with a diverse portfolio of beer and beverage brands. With over 37,000 employees across more than 150 markets, the company is committed to brewing for a better today and tomorrow, with a focus on sustainability and responsible business practices.