Business of Sport
Arsenal toast Carlsberg deal
Arsenal manager Arsene Wenger
London - English Premier League side Arsenal have agreed a three-year deal that sees Carlsberg become the club’s official beer partner.
The new partnership grants Carlsberg exclusive marketing rights on a global basis, enabling the Danish brewer to promote its association to millions of Arsenal fans across the world, in support of its ambition to be the fastest growing global beer company.
As a major player in the Asian market, a key area of Carlsberg’s focus will be on engaging with Arsenal’s large and rapidly growing fan base in that region, following on from the club’s successful pre-season tour to Malaysia and China. The agreement was reached ahead of Arsenal’s Barclays Premier League season opener, which saw the club secure a goalless draw at Newcastle United on Saturday.
“We are delighted to announce our new partnership with Carlsberg, a truly global brand with real history and heritage within football,” said Vinai Venkatesham, Arsenal’s head of global partnerships.
“Following our Asia Tour, as we focus on further engaging with our international fan base, Carlsberg are a perfect brand to be partnering with given their strength and reach in over 140 different markets worldwide.”
Keld Strudahl, Carlsberg's international marketing director, added: "Arsenal and Carlsberg have much in common. Both are well known, established brands, recognised 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."