The deal includes pouring rights for the men's UEFA Euros 2028, and the 2029 Women’s Euros.
UEFA, European soccer’s governing body, has reunited with Danish brewing giant Carlsberg, which becomes an official global sponsor of its men's and women's national team competitions through 2030.
The deal covers the 2028 men's UEFA European Championship, the 2029 Women’s Euros, the Nations League Finals, the Women’s Nations League, the men’s and women’s European Qualifiers, the Under-21 Championship, and the Futsal Euros.
As part of the agreement, Carlsberg will receive exclusive pouring rights and brand visibility across pitchside perimeter boards and media interview backdrops.
The brewer was previously a long-term sponsor of UEFA national team soccer from 1988 to 2016.
UEFA and Carlsberg’s relationship dates back, in total, to the 1988 UEFA European Championship in the former West Germany.
The new tie-up was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship and licensing rights for UEFA's men's national team competitions.
Carlsberg joins Adidas, Alipay Plus, Atos, Hisense, and Visit Qatar in the federation’s portfolio of national team sponsors.
UEFA opened a tender process for brands to partner with its men’s national team program for the 2025-28 cycle last October.
At the time, the governing body claimed it has already received Indeed, “considerable interest” for sponsorship opportunities around Euro 2028, which will be held in the UK and Ireland.
