Carlsberg has secured a five-year agreement with Live Nation that will see the brewing company continue its official lager status at the firm’s UK festivals.
Live Nation’s current UK portfolio includes Reading and Leeds, Download, Creamfields, V Festival, Wireless, TRSNMT and Latitude.
Somersby Cider and Tuborg are both brands of Carlsberg, and will retrospectively continue to hold the official cider and lager sponsorship.
“Our partnership with Live Nation is another step towards revitalising the Carlsberg brand in the UK,” said Liam Newton, vice president marketing at Carlsberg UK. “We know that festivals and live music connects with millennials and, through our planned festival activations and innovative digital plans, we will find multiple ways for our beer and cider brands to engage music-lovers.”
The new deal gives Carlsberg UK partner, sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK.
Jim Campling, president of marketing partnerships UK at Live Nation commented: “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,” added Campling.