Carlsberg has agreed a three-year deal to become the official beer partner of the Barclays Premier League until the end of the 2015/16 season, reports SportsPro. According to an official press release, the partnership entitles the Danish company to a host of rights, including the 'use of official designations; marks and imagery; match-day access and hospitality; and content for online and social media channels,' from the start of the 2013/14 campaign.
"At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League," said Tom Moradpour, vice president of the Carlsberg brand.
Premier League chief executive, Richard Scudamore, added: "We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League's official beer partner.
"The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg - one of the most renowned breweries in the world - an excellent partner for us.
"The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad," Scudamore concluded.
Carlsberg has a longstanding association with football, boasting sponsorships with the national teams of England, Ireland and Denmark along with Premier League side Tottenham Hotspur.
Carlsberg were also one of ten global sponsors of the 2012 Uefa European Championships in Poland and Ukraine.