The agreement, which includes exclusive pouring rights, ground signage, tickets and player appearances, will position Carlsberg as the Official Beer of Leeds United until the start of the 2007/2008 season.
Alan Hegarty, operations manager at Leeds United, said: “To be working in partnership with such a high profile brand in the sports arena is a fantastic achievement for the club. Carlsberg marks a significant accomplishment for the club and its brand profile and we look forward to a long and mutually successful relationship in the future.”
Ian Thomas, free trade sales director Carlsberg UK, based at Tetley’s Brewery in Leeds, said: “I am delighted that the city’s only brewery and the city’s only professional football club have been able to form this association at a time when Leeds United are commencing a period of re-building. Due to Carlsberg’s growing strength in the Leeds marketplace alongside the city’s own Tetley’s brand, there should be no other brewery allowed to support this club. We are delighted to be on board.”
Added Gareth Roberts, sponsorship controller, Carlsberg UK: “This deal is exciting news for Carlsberg UK and we look forward to establishing ourselves as Official Beer. Our partnership with Leeds United is vital to our strategy of growth of our Carlsberg and Carlsberg Export brands in Yorkshire. We are confident that together with the commercial team at Leeds United we will develop a successful partnership.”
Carlsberg is involved in football at all levels of the game through it’s official beer status with the England Team, The FA Cup, Euro 2008, club sponsorship of Liverpool FC and involvement in grassroots.
