Cover photo: Aleksander Ćeferin, UEFA President & Jacob Aarup-Andersen, CEO of Carlsberg Group
Carlsberg Group and UEFA have announced a long-term partnership agreement, making Carlsberg the official beer of UEFA national team football. The agreement covers UEFA EURO 2028™, UEFA Women’s EURO 2029, the UEFA Nations League Finals™, UEFA Women’s Nations League, qualifying matches for the men’s and women’s European Championships, and the UEFA Futsal EURO™.
Jacob Aarup-Andersen, CEO of Carlsberg Group, stated that UEFA and Carlsberg share similar values and ambitions to unlock the immense potential of the game – both in the men’s and women’s competitions, which have seen impressive development in recent years.
This partnership plays a key role in Carlsberg Group’s broader strategy to invest in its brand portfolio and drive long-term growth. It also marks Carlsberg’s return to the forefront of European national team football, having previously been a long-standing UEFA partner for over two decades, from 1988 to 2016. This represents a continuation of the company’s long-term commitment to the world of sports, further evidenced by its 33-year partnership with Liverpool Football Club.
