Carlsberg Group Celebrates Return to UEFA National Team Football, Signing New Long-Term Partnership

Carlsberg Group and UEFA have today announced a long-term partnership deal making Carlsberg the Official Beer of UEFA National Team Football. This includes UEFA EURO 2028™ and UEFA Women’s EURO 2029, UEFA Nations League Finals™ and UEFA Women’s Nations League, Men’s & Women’s European Qualifiers and UEFA Futsal EURO™. 

This partnership plays a key role in Carlsberg Group's broader strategy to invest in its portfolio of brands and accelerate long-term growth. It signals the return of Carlsberg Group to the topflight of European national team football, following its previous longstanding partnership with UEFA which lasted for more than two decades from 1988 to 2016. This represents a continuation of the business’s long-standing commitment to the world of sport, made evident through their 33-year partnership with Liverpool Football Club.     

As part of the sponsorship agreement, Carlsberg Group is giving more access to the best of football. Carlsberg Group brands will benefit from exclusive pouring rights at UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Futsal EURO™ and UEFA Nations League Finals™, as well as brand exposure across perimeter boards and media interview backdrops more widely across other UEFA National Team Football.  

The list of competitions involved in the deal includes: 

• 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 

Jacob Aarup-Andersen, Carlsberg CEO, said: “There’s something very special about international football, not least in its power to bring together an entire nation of fans in support of one common goal, sharing in the highs and lows of the beautiful game. 

“That’s why we’re excited to announce the return of Carlsberg Group to the international fold, signing a multi-year partnership deal with UEFA to become the Official Beer of UEFA National Team Football. 

“UEFA and Carlsberg share similar values and ambitions to unlock the enormous potential of the game, both in men’s and the incredible journey we have seen with women’s football in recent years. We look forward to embarking on what will undoubtedly be a successful partnership, with fans at the heart of everything we have planned. As we look to build a bold and exciting future of growth, we await this exciting next chapter.” 

UEFA President Aleksander Čeferin commented: "Carlsberg and UEFA have been partners dating back to UEFA EURO 1988, and we’re excited to kick off this next chapter together. With an incredible lineup of European national team competitions ahead, we look forward to bringing the game closer to fans and making every moment even more special.”