From The BBC:
The Football Association has agreed a further four year partnership deal with Carlsberg UK, sponsors of the England football team.It sees the beer brand retain its role as the official beer of the England national team and The FA Cup. The deal also extends to Wembley Stadium, where Carlsberg will continue as the exclusive poured beer. The news comes on the day the British Medical Association (BMA) called for an end to alcohol sponsorship of sport. By the end of the new four-year agreement, the FA’s relationship with Carlsberg UK will have lasted 19 years. Amateur benefitThe beer brand is already involved with the European Championships and several Premier League clubs, including as shirt sponsors of Liverpool. The latest deal “clearly states our continued commitment to delivering unique and exclusive activity that supports the trade in challenging times,” said Gareth Roberts, Carlsberg UK’s director of sponsorship. It is now also helping the FA in recruiting and retaining referees, whi…
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