Man City Partners With Carlsberg For Preseason U.S. Tour

Man City signed a one-year deal with St. Killian Importing, the exclusive Carlsberg Beer importer in the U.S., to become the club's regional beer partner. Carlsberg will be working with Man City on the team's preseason tour of the U.S. this summer. The brewing company will collaborate with Man City to provide ways to connect with football fans in the U.S. The partnership launched on Sunday when Carlsberg hosted a viewing party for Man City's game against Watford (Man City). THE DRUM's Tony Connelly reported Heineken last year agreed to a new deal to remain the club's exclusive U.K. beer partner. Man City's deal with Carlsberg is "part of a growing trend within the sport" which is seeing top European clubs "open up more commercial opportunities to sponsors" (THE DRUM, 5/22).