Carlsberg has announced a new partnership that sees it become the Official Beer Partner of Premier League club Aston Villa.
The deal, which runs for three Premier League seasons, starting with the upcoming 2013/14 campaign, secures pouring rights for Carlsberg and Carlsberg UK's beer and beverage portfolio at Aston Villa FC's Villa Park stadium exclusively for Premier League fixtures.
The partnership provides Aston Villa with a comprehensive beer and beverage portfolio, with a jointly-branded stadium presence for Carlsberg through nine pouring bars, service kiosks and executive hospitality areas located across the stadium.
Carlsberg has further secured prominent branding on Villa Park's LED screens and media interview boards, as well as access to hospitality and match tickets for promotional activity.
David Scott, director of brands and insight at Carlsberg UK, commented: "Carlsberg is proud to be the official beer partner of Aston Villa, a club with a strong tradition and rich heritage like our own brand and company. Through the partnership we will connect with Aston Villa and wider Premier League supporters at Villa Park and further cement our position as the beer brand of football."
Paul Faulkner, chief executive of Aston Villa, said: "We are delighted to announce our new partnership with Carlsberg, a global brand with a long and successful association within football. With the ever-increasing international reach of the Barclays Premier League, Carlsberg is the perfect partner to help us engage with our fan base, both domestically and worldwide. We look forward to working closely with them in offering fans some exciting new promotions and joint initiatives and we welcome Carlsberg into our growing circle of 0fficial partners."
Earlier this year Carlsberg announced a three-year partnership to become the official beer partner of the Premier League, starting with the upcoming 2013/14 season.