Carlsberg has signed a long-term deal with UEFA, making it the Official Beer of UEFA National Team Football, including UEFA EURO 2028 and UEFA Women’s EURO 2029.
Danish brewer Carlsberg has announced a new long-term partnership with UEFA, securing its role as the Official Beer of UEFA National Team Football. The deal will see Carlsberg return to European international football, having previously held a sponsorship role from 1988 to 2016.
The partnership covers a range of major UEFA competitions, including UEFA EURO 2028, UEFA Women’s EURO 2029, the UEFA Nations League Finals, European Qualifiers, and UEFA Futsal EURO. It will kick off in March 2025, with the start of the European Qualifiers for upcoming tournaments.
Carlsberg’s Football Legacy
The agreement marks a significant return to top-tier international football for Carlsberg, a brand long associated with the sport. It extends Carlsberg’s commitment to football, which includes a 33-year partnership with Liverpool FC, during which the brewer has worked on initiatives to enhance fan engagement and celebrate the club’s heritage.
Speaking about the new deal, Lynsey Woods, Global Brand Director at Carlsberg, said:
“It’s a privilege for us to be the Official Beer of UEFA National Team Football. Carlsberg has always been about bringing fans closer to the game, and this partnership is a fantastic opportunity to offer unforgettable experiences.
“We are excited to support the growth of football at all levels, from women’s competitions to enhancing the fan experience and creating memorable matchday moments. Carlsberg and football make a great team.”
Exclusive Sponsorship Benefits
Under the agreement, Carlsberg will enjoy exclusive pouring rights at major UEFA tournaments, including UEFA EURO 2028 and UEFA Women’s EURO 2029. The brand’s presence will also be prominent in stadiums, featuring on perimeter advertising boards and media backdrops during UEFA National Team Football events.
Fans can also expect special promotions and unique experiences, with Carlsberg planning to bring supporters closer to the action through tailored campaigns and activations.
UEFA Welcomes Carlsberg Back
UEFA President Aleksander Čeferin welcomed the renewed partnership, highlighting Carlsberg’s long-standing association with European football:
“Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to start this next chapter together.
“With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”
Comprehensive Tournament Coverage
The sponsorship deal will see Carlsberg associated with a wide range of men’s and women’s competitions, including:
- UEFA EURO 2028
- UEFA Women’s EURO 2029
- UEFA Nations League Finals (2025, 2027, 2029)
- UEFA Women’s Nations League (2025-2030)
- Men’s European Qualifiers (2025-2029)
- Women’s European Qualifiers (2028, 2029)
- UEFA Futsal EURO (2026, 2030)
The deal comes at a time when football’s global popularity continues to soar, with growing interest in both men’s and women’s international tournaments.
With the countdown to UEFA EURO 2028 already underway, Carlsberg’s return to European football sponsorship signals a renewed focus on enhancing the fan experience and supporting the sport’s continued growth.
