May 25, 2010 at 11:31 AM
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Carlsberg Re-ups with UEFA for 7th Go at EURO

UEFA and Carlsberg have extended their sponsorship for EURO 2012, UEFA's premiere national-team competition, continuing a relationship that dates back to 1988.

Carlsberg is the fifth global partner for UEFA EURO 2012, joining adidas, Castrol, Coca-Cola and Hyundai-Kia agreements.

As part of this sponsorship deal, Carlsberg will acquire the exclusive marketing rights for the alcoholic beverages category. In activation, the Danish brewer will continue to offer European football fans the the opportunity to present the Carlsberg Man of the Match awards.

"With EURO 2012 we cement our many years of loyalty to, and enthusiasm for, premium European football," said Jørgen Buhl Rasmussen, CEO of Carlsberg Group. "EURO 2012 is not only a milestone for Carlsberg, being an official sponsor for almost a quarter of a century, but excitingly it is also the first ever UEFA EURO to be hosted in eastern Europe.

David Taylor, CEO of UEFA Events SA, added: "The UEFA European Championship has benefited from the partnership with Carlsberg for more than two decades, and we are proud to extend this relationship with such a recognised and dedicated brand. The imagery behind the UEFA EURO 2012 logo represents a plant that grows and grows – the same goes for the relationship between Carlsberg and the UEFA European Championship."

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