Northampton Saints and Carlsberg UK have reaffirmed the relationship between the Premiership Rugby club and the brewer.
Carlsberg UK has been an Elite Sponsor of the Saints for over three decades, including being the main shirt sponsor during the successful European Cup campaign of 1999/2000 and having the Tetley’s brand on one of the stands at Franklin’s Gardens since it was built in 2001.
The brewer will retain the stand sponsorship as part of this new deal, which will be re-branded as the Carlsberg Stand in the summer of 2018.
This new Elite Sponsorship agreement extends this outstanding relationship until at least 2025, and is accompanied by investment from Carlsberg UK into the cellars and bars to improve quality, minimise wastage and reduce queuing time. An improved range of beers and ciders including Carlsberg Export and Brooklyn Lager will be available for supporters to enjoy before, during and after the game.
In addition, Carlsberg branding will appear on the Saints’ first team playing shorts for the first time in a number of years.
“We’ve had an excellent relationship with Carlsberg UK for many years and are delighted to have extended our partnership agreement into the future,” said Saints chief executive Mark Darbon.
“We have made a particular effort to make sure that the partnership puts our supporters first, particularly in relation to the price they pay for a pint, the time they queue at the bar and the variety and quality of the drinks that we serve. This mutually beneficial relationship is an important step for us as we continue to focus on the match day experience here at Franklin’s Gardens.”
Carlsberg UK has had a presence in Northampton since 1974 and as well as being one of the town’s major employers, the brewery’s well-known building – whose design was inspired by a Danish long ship – is a dominant sight of the skyline.
“Carlsberg UK has been proud to have been a part of the Saints’ story as the club has grown massively over the past 30 years,” said Bruce Ray, Carlsberg UK’s vice-president, corporate affairs. Our relationship has many layers, from the stand sponsorship at Franklin’s Gardens, to supporting the playing staff through to ensuring high quality support at all Saints events. More importantly, many of our employees are Season Ticket Holders at the Saints, too!
“This new Elite Sponsorship agreement further builds our relationship with the Saints and ensures fans can enjoy many of the fantastic range of beers and ciders in our portfolio.”