Carlsberg UK has landed an extended five year sponsorship deal with Live Nation, the world’s leading live entertainment company, behind some of the largest festivals in the UK.
The new agreement gives Carlsberg UK unprecedented Partner, Sponsorship and Official Supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg becomes the Official Beer and Somersby Cider the Official Cider as the brewer focuses its efforts to connect with and engage millennial drinkers.
Liam Newton, vice president marketing at Carlsberg UK commented: “Our partnership with Live Nation is another step towards revitalising the Carlsberg brand in the UK. We know that festivals and live music connects with millennials and through our planned festival activations and innovative digital plans, we will find multiple ways for our beer and cider brands to engage music-lovers”.
Jim Campling, president marketing partnerships UK at Live Nation, said: “The new five-year partnership between Carlsberg UK and Live Nation cements Carlsberg’s position as the leading brewer in the UK live music space. We are delighted to be working with such a passionate brewer and offering fantastic quality beer and cider to our audiences across the country, at our network of festivals and venues”.
Carlsberg and Somersby will be served at Live Nation festival events including Reading and Leeds, Download, Creamfields, Virgin V Festival, Wireless, TRNSMT and Latitude festivals.