October 21 – Carlsberg has become the Official Beer and Non-Alcoholic Beer of Canada Soccer and the Canadian Premier League in a multi-year deal.
Carlsberg will become the front of jersey sponsor for York United FC beginning in 2023 and will ack next year’s slate of CPL Pride matches.
The new multi-year partnership, negotiated by Canadian Soccer Business, also establishes Carlsberg as the Official Beer and Non-Alcoholic Beer of Canada Soccer.
A first activation of the sponsorship will see Carlsberg host watch parties for Canadian fans for the upcoming men’s and women’s World Cups.
“We are excited to welcome Carlsberg to the Canadian soccer family,” said Mark Noonan, CEO of Canadian Soccer Business and Commissioner of the CPL.
“Carlsberg has a longstanding history as a strong supporter of the game internationally, and we look forward to working together to promote Canadian soccer on and off of the field.”
No value was given for the deal that will see a ‘Carlsberg Cam’ spotlight supporters during select CPL games and at Canadian Men’s and Women’s National Team home matches.
“Carlsberg has a long association with soccer around the world and we are delighted to join Canada Soccer at this exciting time for the sport in this country, with the Men’s and Women’s National Teams and the growing Canadian Premier League,” said Anders Rud Jorgensen, Managing Director of Carlsberg Canada Inc.
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