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Carlsberg
is to become a founding partner at the new Wembley Stadium. On 16
February the brewer secured a four-year deal with the stadium, which
is due to open this summer. Financial details were not disclosed.
The deal
includes marketing and stadium pouring rights whereby Carlsberg will
be served to fans in all areas of the venue. With 50 bars and a total
of 688 food and drink service points, there will be the capacity to
serve approximately 40,000 pints every 15 minutes at the Stadium's
major events, Carlsberg noted.
"The
four-year deal marks a significant investment for the brand and adds
to Carlsberg's already impressive portfolio of football sponsorships
which include official beer of the England team and official sponsors
of The FA Cup," the company said.
Doug
Clydesdale, chief executive, Carlsberg UK said: "As we are
already the official beer of England we are absolutely delighted to
be a Founding Partner of what is probably the best stadium in the
world. This partnership will allow us to offer Carlsberg drinkers
unique opportunities to experience world class events at this
fantastic stadium."
Michael
Cunnah, chief executive of Wembley Stadium said: "We are looking
forward to offering Carlsberg's market leading brands to our
customers. Carlsberg has played an important role in English football
for many years and we are thrilled that they now have a major role to
play in the operation of the new national stadium."
To celebrate
the partnership Carlsberg is producing 90,000 limited edition Wembley
Stadium bottles, which will be randomly mixed in with regular packs
of the product across the UK.
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