The agreement, which includes exclusive pouring rights, ground signage, tickets and player appearances, will position Carlsberg as the Official Beer of Sheffield Wednesday until commencement of the 2007/2008 Football season.
SWFC commercial director Kaven Walker commented: “We are delighted to have confirmed this agreement with such a high profile brand. Carlsberg UK has made a significant financial commitment to Sheffield Wednesday and its ground catering infrastructure.”
Gareth Roberts, sponsorship controller, Carlsberg UK, added: “This deal is exciting news for Carlsberg UK and we look forward to establishing ourselves as Official Beer. Our partnership with Sheffield Wednesday is vital to our strategy of growth of our Carlsberg, Tetley’s and Carlsberg Export brands in Yorkshire alongside existing partnerships at Leeds United, Sheffield United and Bradford City.”
Carlsberg also has involvement in football through official beer status with the England Team, The FA Cup, Euro 2008, club sponsorship of Liverpool FC and grassroots football.
