Carlsberg renews Wembley Stadium sponsorship

Carlsberg: staying at Wembley
Carlsberg: staying at Wembley

LONDON - Carlsberg has renewed its sponsorship of Wembley Stadium, signing a new four-year deal to remain the 'Official Beer of Wembley Stadium'.

The deal takes the partnership between Wembley and the beer brand, one of the stadium's founding commercial partners, through to 2014. It covers all England football international home games, FA Cup matches, Play-off Finals and all major music events at the stadium.

Gareth Roberts, Carlsberg director of sponsorship and media relations, said the renewal supports both its sponsorship of the England football team and its music-themed marketing strategy for the Tuborg brand.

"This confirms our continued commitment to our customers and drinkers in giving them unique access to the best football and music events around at one of the best stadiums in the world," said Roberts.

However, the beer's longstanding sponsorship of Liverpool Football Club concludes at the end of the current season. Earlier today, Liverpool revealed a new replica kit featuring replacement sponsor, Standard Chartered Bank.

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