LONDON (CelebrityAccess) — Beer maker Carlsberg has renewed its deal with Live Nation to sponsor the promoter's portfolio of UK festivals.
The deal with the Danish brewer will add another five years to their relationship and see Carlsberg featured in partner sponsorship roles at festivals such as Reading and Leeds, Virgin V Festival, Creamfields, Download and Latitude.
As well, the beer maker will remain the official beer and Somersby the official cider for Live Nation festivals.
Jim Campling, president marketing partnerships UK at Live Nation, said: “The new five-year partnership between Carlsberg UK and Live Nation cements Carlsberg’s position as the leading brewer in the UK live music space. We are delighted to be working with such a passionate brewer and offering fantastic quality beer and cider to our audiences across the country, at our network of festivals and venues.”
The agreement comes as Carlsberg makes a major marketing push in the UK. Called the “The Danish Way” by the brewer, the company has invested more than £15 million aimed at "revitalizing" its foothold in the market. – Staff Writers