LONDON (CelebrityAccess MediaWire) — European brewer Carlsberg has extended its music credentials by agreeing to a partnership deal with Live Nation, to use the promoters events as a platform to support the relaunch of its Tuborg brand in the U.K.
The Tuborg brand is aimed at a younger demographic, and the company believes that they can successfully promote the beer as a stylish choice through music sponsorship.
Tuborg will have exclusive pouring rights at events including the Download Festival, Global Gathering and the O2 Wireless Festival.
The three-year deal builds on Carlsberg’s partnership with the Glastonbury Festival and several other live music events. The brewer replaced Budweiser as the official beer of Glastonbury earlier this year when it agreed to a four-year sponsorship deal. –by CelebrityAccess Staff Writers