Arsenal Football Club has signed Carlsberg for the next three years as its first ever official beer partner.

The deal means that Carlsberg will replace Heineken, to supply beer for the 60,000-seater Emirates Stadium. It also gives exclusive marketing rights on a global basis, enabling the Danish brewer to promote their association to millions of Arsenal fans across the world.

Emirates Stadium

"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. "We look forward to working closely with Carlsberg in the years ahead on joint initiatives, and warmly welcome them to our growing family of official partners."

On matchdays, Carlsberg will also create a bespoke ‘Carlsberg Lounge’, offering a special experience for its invited guests and competition winners before and after each home game.

Keld Strudahl, Carlsberg's international marketing director, added: "Arsenal and Carlsberg have much in common. Both are well known, established brands, recognized 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."

The brand already has partnerships with the Football Association and Liverpool Football Club.

Posted on 12/08/2011