Carlsberg and BT Sport team up for live sport deal with “substantial investment” from both brands
Carlsberg UK and BT Sport have joined forces in a deal to make screening premium live sport more accessible to UK pubs and clubs.
The deal, which sees better value subscription packages offered, will be launched for UK free-trade but will extend across the market to include leased and tenanted pubs.
In a “substantial investment” from both companies, the tie-up enables Carlsberg UK and BT Sport’s free trade customers’ access to a discount of 50 percent on a BT Sport subscription. The discount is scaled according to the number of Carlsberg UK beer and beverage products listed on the bar.
James Lousada, CEO Carlsberg UK, commented: “Uniting with an ambitious partner like BT Sport is a perfect fit for Carlsberg UK and our brands and further illustrates our commitment to supporting on-trade customers through range, service and support in a market that is more competitive than ever before.
“At Carlsberg UK we take pride in adding value to our customers and in BT Sport we’re working with a partner of equal mind, passion and ability. Together we’re the natural choice for licensees who understand that well-executed live sport offers consumers a unique experience, creates an on-trade occasion, drives footfall and ultimately increases spend”.
Carlsberg is the Official Beer of the Barclays Premier League, England Football team, a Wembley Stadium partner and the Official Tournament Sponsor of UEFA Euro 2016.
BT Sport screens the Barclays Premier League, SPFL, FA Cup, Europa Cup, and Skrill Conference, plus from 2015/16, the UEFA Champions’ League.
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