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SBD Global/April 4, 2013/Marketing and Sponsorship

Chinese Super League Signs Sponsorship Deal With Carlsberg As League's Official Beer

The world's fourth-biggest brewer, Carlsberg, will be the exclusive beer partner of the Chinese Super League through '16. Carlsberg China has teamed with IMG Worldwide to help promote the brand in its country. Financial terms of the transaction were not disclosed. CSL GM Zhu Qilin said, "The CSL needs the support of its commercial partners to take the league to a new level" (IMG). BLOOMBERG's Clementine Fletcher reported brewers including Carlsberg "are seeking ways to boost sales in emerging economies including China, the world’s biggest beer market, as volume wanes in Europe and the U.S." Carlsberg "competes in China" with Anheuser-Busch, and SABMiller Brewing Company (BLOOMBERG, 4/3).
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