Danish brewing giant Carlsberg Group and UEFA have announced a new long-term partnership, making Carlsberg the Official Beer of UEFA National Team Competitions. The new partnership covers the major sporting events UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Nations League Finals™, UEFA Women’s Nations League, UEFA Men’s & Women’s European Qualifiers and UEFA Futsal EURO™.

The first event covered by the new partnership will be the European Qualifiers, starting in March 2025.

As part of the partnership, Carlsberg Group products will now have exclusive selling rights to UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Futsal EURO™ and UEFA Nations League Finals™. At the same time, Carlsberg Group products will also see promotion via perimeter stadium signs and media interview backdrops at all relevant competitions. During the duration of the partnership, Carlsberg Group will offer fans across the world a chance to claim tickets and enjoy an unforgettable experience in premium seats.

Partnering with history

Carlsberg is returning to the top European football scene after a long and successful partnership with UEFA, which lasted over two decades from 1988 to 2016. This new synergy is a continuation of Carlsberg’s long-standing commitment and contribution to sport, as demonstrated through its 33-year partnership with the historic Liverpool football club.

In a statement, Jacob Aarup-Andersen, CEO of the Carlsberg Group, expressed anticipation at the partnership. “International football competitions offer something special: they bring together an entire nation of fans and unite them around a common goal,” he noted. “That’s why we are excited to announce Carlsberg Group’s return to international competitions, signing a multi-year partnership with UEFA as Official Beer of the National Team Competitions. UEFA and Carlsberg share the same values and ambitions, and we look forward to creating unique experiences for fans around the world.”

UEFA President Aleksander Čeferin also saluted the tie. “Carlsberg and UEFA have been partners since UEFA EURO 1988, and we are excited to start this new chapter together,” he said. “With an incredible schedule of European national competitions ahead of us, we look forward to bringing the game closer to the fans and making every moment even more special.”

The events covered by the cooperation:

  • 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 Qualifiers (2025-2029)
  • Women’s European Qualifiers (2028, 2029)
  • UEFA Futsal EURO™ (2026, 2030)

About Carlsberg Group

Founded in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the world’s leading brewing groups, with an attractive portfolio of beer and other beverages. With over 37,000 employees and a presence in more than 150 markets worldwide, the Group aims to brew beer for a better today and a better tomorrow. For more information, visit carlsberggroup.com