Carlsberg has announced a three-season deal to be the official beer of Arsenal Football Club.
The deal, for an undisclosed sum, will include use of player imagery in advertising and point of sale and perimeter board advertising at all matches.
In addition, Carlsberg’s products will be exclusively poured within the Emirates Stadium. On match days, Carlsberg will also develop a Carlsberg Lounge for special guests before and after each home game.
Caroline Hipperson, director of brands and insight at Carlsberg UK, said: “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.”
Carlsberg already sponsors the England football team, the UEFA European Championships and Liverpool FC, among other club sponsorships across the football leagues.