February 26 – Beer brand Carlsberg, a partner of the English FA for the past 22 years, will not renew its sponsorship after the end of the Russia 2018 World Cup.
The Danish brewer said that the decision was taken as part of a new marketing strategy that will focus more investment in music and festivals.
Liam Newton, vice-president of brands at Carlsberg UK, told Campaign: “We now feel it is time for us to broaden our partnerships as a brand in the UK.
“We get most value out of partnerships that create rich content and fantastic brand experiences and enable us to tell our unique story, history and heritage.
“As such, we will start to shift the balance of focus into new areas such as our extended, five-year partnership with Live Nation, and our eleventh year as the official beer of Glastonbury.”
Carlsberg is not exiting football in football in England completely and remains the official beer of eight Premier League clubs, including Liverpool and Tottenham. Carlsberg were also the official beer sponsor of the 2016 Euros in France.
Carlsberg’s ‘Probably the best Beer in the world’ ad campaigns had become iconic for English football fans. Leaving the England team opens up a key piece of sponsorship inventory for other beer brands.
The brewer travelled 11 tournaments with England, in which the team made World Cup quarter finals in 1986, 2002 and 2006 and a fourth-place finish in 1990.
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