SBD/June 16, 2011/Marketing and Sponsorship

Carlsberg Extends Longtime Sponsorship Of England's FA Through '14

Carlsberg has signed a deal with England's FA that extends its "long-standing relationship as the official beer" of the England men's soccer team, according to Oliver Luft of MARKETING magazine. The new deal runs through '14, "improving Carlsberg's sponsorship rights, and comes ahead" of the FA officially unveiling Anheuser-Busch's Budweiser brand as its new FA Cup sponsor. There were reports that Carlsberg, a partner of the FA dating back to '92, "was angered by the FA's decision to bring in Budweiser, arguing it would breach some of its sponsorships rights." But the new deal, valued at around US$3.23M annually, gives Carlsberg "increased rights around pitch-side signage during international matches." In addition, the brewer will gain "greater rights around the use of player imagery and an entitlement to use the England team rights worldwide." Luft noted the pouring rights at Wembley Stadium "will be resolved by making Carlsberg available at England games and Budweiser at FA Cup matches." Carlsberg's "secondary sponsorship deal with the FA Cup is understood to have been downgraded to a supplier agreement in the past year" (, 6/15).

THIS BUD'S FOR YOU: The FA and A-B this morning formally announced Budweiser's new title sponsorship of the FA Cup, which will now be known as the FA Cup with Budweiser (FA). In London, Justin Allen reports it is a three-year deal "understood to be worth" approximately US$12.9M annually. Budweiser replaces E.ON as title sponsor of the annual tournament after the Germany-based utilities company stepped down after five seasons (, 6/16). This marks the "first US sponsor" of the FA Cup. The deal means both of England's "domestic cups are now sponsored by beer brands," as Carling titles the League Cup (, 6/16).
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