Carlsberg sign three-year sponsorship deal with Spurs

LONDON – Carlsberg has signed a three deal to be the official beer sponsor of Tottenham Hotspur Football Club untill 2007.

The deal will ensure Carlsberg UK gain exclusive pouring rights, ground signage, tickets and player appearances at the North London club.

Matt House, director of commercial partnerships at Tottenham Hotspur, said: "To be working in partnership with such a high profile brand in the sports arena is a fantastic achievement for the club. Carlsberg marks a significant accomplishment for the club and its brand profile and we look forward to a long and mutually successful relationship in the future."

The deal with Spurs adds to a growing number of football partnerships that Carlsberg has including its official beer status with the England, The FA Cup, Euro 2008, and its long running club sponsorship of Liverpool FC where it is the Merseyside team's shirt sponsor.

Gareth Roberts, sponsorship controller, Carlsberg UK, said: "This deal is exciting news for Carlsberg UK and we look forward to establishing ourselves as Official Beer."

He added: "Our partnership with Spurs is vital to our strategy of growth of our Carlsberg and Carlsberg Export brands in the London area. We are confident that together with the commercial team at Spurs we will develop a successful partnership."

In April Tottenham Hotspur Football Club hired digital sports agency Aura Sports as its online media sales agent. Aura will be responsible for attracting long-term strategic partners to www.spurs.co.uk.

Steve Watts, commercial partnership executive at Tottenham Hotspur, said: "We are looking into in-ground promotions such as, 'win your weight in beer' to really bring the partnership alive."

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