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Carlsberg prolong FA deal through till 2014 World Cup

Carlsberg has extended its partnership with The Football Association until 2014 as it remains the official beer of the England team.

The deal cover next year’s European Championship and the 2014 World Cup in Brazil and will give Carlsberg greater ruse of the England brand worldwide as well as increased presence on pitch signage during England games.

Peter Daire, head of sponsorship at the FA, said: "Carlsberg has been a long-standing and much-valued partner of the FA over the past 16 years.

"This new deal on rights around the England senior men's team will be a platform to continue this long association well into the future."

Isaac Sheps, chief executive at Carlsberg UK, added: "We know that when we activate around our England sponsorship, we see a great boost to sales and brand awareness.

"It is a great partnership and one that we hope will extend beyond the 2014 World Cup."

The FA is set to announce its new lead sponsor of the FA Cup on Thursday.

 

Scott Hobro

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