Carlsberg is once again the official beer of UEFA national team tournaments

By: Trademagazin Date: 2025. 03. 21. 11:27

Carlsberg has signed a long-term partnership agreement with UEFA to become the Official Beer of UEFA national team competitions. As part of the partnership, Carlsberg will receive exclusive distribution rights for UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Futsal EURO™ and the UEFA Nations League Finals™.

Danish beer brand Carlsberg has entered into a long-term partnership with UEFA to become the Official Beer of UEFA national team competitions. The agreement covers UEFA EURO 2028™, UEFA Women’s EURO 2029, the UEFA Nations League Finals™, the UEFA Women’s Nations League, the men’s and women’s European Championship qualifiers and the UEFA Futsal EURO™.

The partnership will start with the European Championship qualifiers starting in March 2025. The agreement brings Carlsberg back to the forefront of European football, having already proven its commitment to the sport with a partnership spanning over two decades from 1988 to 2016. The brand is also a loyal partner of Liverpool FC, with whom it continues to work to create impactful and meaningful campaigns that celebrate the club’s illustrious history and, most importantly, bring football’s greatest moments to even more fans.

The agreement officially covers the following events:

UEFA EURO 2028™
UEFA Women’s EURO 2029
UEFA Nations League Finals™ 2025, 2027, 2029
UEFA Women’s Nations League 2025-2030
Men’s European Championship qualifiers 2025-2029
Women’s European Championship qualifiers 2028, 2029
UEFA Futsal EURO™ 2026, 2030

“We are delighted to be the Official Beer of UEFA’s national team tournaments. We aim to provide fans with exceptional football experiences and this partnership will allow us to bring them even closer to the most important moments in the sport.
Carlsberg and our wider beer portfolio will offer fans unforgettable experiences. We are excited about the opportunities that we have at many levels “We are committed to delivering on this vision, whether it’s women’s football, fan experiences or the most memorable moments of the match. We believe that football and Carlsberg complement each other well.
Since we first supported UEFA EURO 1988, football has changed a lot and is now more widely known than ever, especially on an international level. We look forward to continuing to be a part of this journey, both for women’s and men’s football.”

– said Lynsey Woods, Carlsberg’s Global Brand Director.