Carlsberg’s return to the European football scene marks a new chapter in its decades-long commitment to the sport, as it becomes the official beer of UEFA’s national teams.
In a momentous move that reaffirms its decades-long love affair with football, Carlsberg has signed a new multi-year deal with UEFA, positioning itself as the official beer of UEFA’s National Team Football competitions.
This partnership resurrects a relationship that began in 1988, when Carlsberg first partnered with UEFA, and lasted until 2016.
The deal will cover a host of prestigious European tournaments, including UEFA EURO 2028, UEFA Women’s EURO 2029, UEFA Futsal EURO, and the UEFA Nations League Final.
Carlsberg’s re-entry into the European football fold begins with the European Qualifiers in March 2025, marking a fresh chapter in the company’s enduring commitment to the sport.
Jacob Aarup-Andersen, CEO of Carlsberg Group, expressed his excitement about the partnership, highlighting the shared values of optimism, collective spirit, and passion for the game, values that have long defined both Carlsberg and UEFA.
As football continues to unite nations, this renewed alliance promises to bring fans closer to the action, with unforgettable moments on the horizon.