Carlsberg has signed a three year contract to become the official beer partner of the Barclays Premier League.
The contract, the value of which has not been disclosed, will run until the end of the 2015/2016 season.
Tom Moradpour, vice president of the Carlsberg Brand, said: “At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.
“The Carlsberg brand has a long association with football and we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.
“This new partnership significantly strengthens our existing portfolio and we look forward to activating this sponsorship through innovative and imaginative campaigns across all our markets.”
The partnership will see Carlsberg receive use of official designations; marks and imagery; match-day access and hospitality; and content for online and social media channels.
Premier League chief executive, Richard Scudamore, added: “We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League’s official beer partner.
“The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg – one of the most renowned breweries in the world – an excellent partner for us.
“The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad.”
The role of official beer partner was previously held by Budweiser.