Carlsberg is back where it belongs. On March 19, 2025, it sealed a long-term deal as the Official Beer of UEFA National Team Football, starting with this month’s European Qualifiers and running to EURO 2028 and Women’s EURO 2029. It’s a revival of a storied bond—think 1988 to 2016 with UEFA, plus 33 years alongside Liverpool FC—rekindling a legacy that’s more than business; it’s about uniting fans through football’s pulse. Off a strong 2024, this move sharpens Carlsberg’s edge as it evolves.
Last year saw revenue hit DKK 75 billion and profits rise, fueled by bold steps like the £3.3 billion Britvic buyout—nudging soft drinks toward 30% of its mix—and full ownership of India’s thriving beer market. The UEFA partnership turbocharges this shift. Exclusive pouring rights at EURO 2028 could reach hundreds of thousands live, while Women’s EURO 2029 targets a surging female audience, all amplified by branding across pitches and screens. With 2024’s European Championship drawing over 5 billion viewers, it’s a golden stage for premium beers (up 2%) and alcohol-free brews (up 6%), plus a chance to pair Britvic’s Pepsi Max with the action.
Football’s pull matches what drinkers crave: premium quality, healthier choices, and inclusivity, from Europe’s core to India’s growth frontier. Picture limited-edition cans or digital fan tie-ins—Carlsberg’s chance to deepen that bond. Yes, 2025’s outlook mixes challenges with promise, but UEFA’s platform fuels optimism. This isn’t just a sponsorship; it’s Carlsberg stretching beyond beer, using sports marketing to lift its broader beverage portfolio.
Sports remain a drinks brand’s lifeline to fans and premium clout, but winning takes vision and flair. As the global beverage scene tightens, Carlsberg’s fusion of football heritage and diversification could set a fresh benchmark—watch it unfold with the Qualifiers.
