Carlsberg Announces Partnerships with Watford and Spurs

13 Nov 2015 --- Carlsberg is the new Official Beer partner of Barclays Premier League football club, Watford, and has extended its long-term Official Beer partnership with Tottenham Hotspur FC.

The partnerships give Carlsberg UK exclusive rights to pour its flagship beer, Carlsberg, and its wider drinks portfolio to football fans at the Vicarage Road and White Hart Lane stadiums on match days, until the end of the 2018-19 season.

Prominent Carlsberg branding will appear at both clubs’ home league and domestic cup matches on LED perimeter advertising and media interview boards. The partnerships also include hospitality packages and match tickets for consumer engagement.

Carlsberg now has official beer partnerships with ten of the 20 Barclays Premier League clubs including Arsenal FC, Aston Villa FC and Liverpool FC.

The brand has a long association with football and engages beer drinkers and fans through its Official Beer status of the Barclays Premier League and the England national team. It has been sponsors of the European Championships since 1988 and will be Official Beer of Uefa Euro 2016 in France.

David Scott, director of brands and insight at Carlsberg UK, comments: “Watford FC and Tottenham Hotspur FC are two successful clubs with strong traditions and large fan bases. We’re proud to partner with both clubs and to work with them and their supporters over the coming seasons.”

Carlsberg recently unveiled the latest advertisement in the ‘If Carlsberg Did’ series, with, ‘If Carlsberg Did Kickabouts’. The new creative, featuring former Manchester United goalkeeper Peter Schmeichel and football presenter Jeff Stelling, focuses on a typical kickabout; a casual game between friends in a park, which is transformed by Carlsberg into probably the best kickabout in the world.