The Drinks Business;
Carlsberg Group has signed a long-term agreement with UEFA to become the Official Beer of UEFA National Team Football, marking its return to top-level European football sponsorship after an eight-year hiatus.
The deal covers a range of competitions, including UEFA EURO 2028, UEFA Women’s EURO 2029, the UEFA Nations League Finals, UEFA Futsal EURO and both men’s and women’s European Qualifiers. It also provides Carlsberg Group with exclusive pouring rights at selected tournaments, as well as prominent brand exposure across pitchside boards and media backdrops.
Speaking about the partnership, Carlsberg’s global brand director Lynsey Woods said: “At Carlsberg we love giving people access to the very best experiences, and this partnership is a brilliant opportunity for Carlsberg to provide fans with access to the very best of football. We are excited about the opportunities we can support on many levels, ranging from women’s football, the fan experience, [and] memorable match day moments.”
UEFA president Aleksander Čeferin commented: “Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together.”
Football remains key channel for alcohol brands
Carlsberg’s renewed partnership follows a broader trend of high-profile collaborations between alcohol brands and football organisations. In June 2024, Diageo announced that Guinness would become the Official Beer of the Premier League in a four-year global deal starting from the 2024/25 season, alongside Guinness 0.0 as its official non-alcoholic beer.
Such agreements allow brands to reach large global audiences, with the Premier League broadcast in over 900 million homes across 189 countries. According to Diageo, the Guinness partnership aims to combine creative marketing with responsible drinking messaging.
These sponsorships come amid shifting consumer habits, including increased demand for no and low alcohol alternatives. During UEFA EURO 2024, Kantar reported a 13% increase in beer sales on days England played, with alcohol-free beer up 38% — a trend attributed in part to several matches taking place midweek.
On-trade figures also reflected a surge in consumption. Data from Access Hospitality covering 2,400 UK venues showed that pint sales more than doubled on England matchdays, with a 147% increase in sales revenue during the semi-final against the Netherlands and a 136% increase in pints served.
On-trade figures also reflected a surge in consumption. Data from Access Hospitality covering 2,400 UK venues showed that pint sales more than doubled on England matchdays, with a 147% increase in sales revenue during the semi-final against the Netherlands and a 136% increase in pints served.
Portman Group: sponsorship must follow responsible marketing guidelines
Alcohol sponsorship of football remains under close scrutiny, particularly in the UK. According to the Portman Group, which oversees the responsible marketing of alcohol, any partnership must adhere to strict rules ensuring that:
- Under-18s are not targeted directly or indirectly
- Under-25s are not shown consuming alcohol in any marketing
- Alcohol is not portrayed as enhancing performance, popularity or confidence
- Sponsorship activity does not glamorise or trivialise alcohol consumption
While both Carlsberg and Guinness have developed non-alcoholic product lines — Carlsberg 0.0 and Guinness 0.0 — any marketing activation around these deals must distinguish between alcoholic and non-alcoholic beverages and ensure that promotional messaging is responsible and compliant.
Strategic focus includes women’s and futsal tournaments
Carlsberg’s UEFA deal includes not only high-profile men’s fixtures such as UEFA EURO 2028, but also a wide range of women’s and futsal events. These include the UEFA Women’s EURO 2029, Women’s Nations League (2025–2030), and UEFA Futsal EURO (2026, 2030).
This reflects UEFA’s growing emphasis on gender balance and broadening commercial interest in women’s football. From Carlsberg’s perspective, it represents a diversification of brand exposure and audience engagement.
The partnership also includes global fan-focused promotions, such as ticket giveaways, hospitality experiences and competitions. These are expected to roll out across multiple markets in the run-up to the 2028 tournament.