Canadian Premier League, Carlsberg, and Canada Soccer Enter Multi-Year Partnership
October 19, 2022 – Canadian Premier League (CPL) News Release
Toronto, ON – The Canadian Premier League today announces Carlsberg as the league’s Official Beer and Non-Alcoholic Beer partner.
Carlsberg will become the front of jersey sponsor for York United FC beginning in 2023 and will be a key backer of next year’s slate of CPL Pride matches.
The new multi-year partnership, negotiated by Canadian Soccer Business, also establishes Carlsberg as the Official Beer and Non-Alcoholic Beer of Canada Soccer.
As Canadian soccer continues its growth on both the international stage and here at home, Carlsberg is committed to amplifying the promotion of the game in communities from coast to coast, through the reach of its internationally recognized brand. Carlsberg brands promoted through the partnership will include Carlsberg and Carlsberg 0.0%.
As the country gears up for the Men’s National Team on the pitch in Qatar and the Women’s National Team in
Australia & New Zealand, Carlsberg will play host to watch parties for Canadian soccer fans to celebrate
Canada’s place on the world’s stage with details to come in the coming days. This fandom will extend to CPL
clubs while on the road with watch parties to demonstrate their supporters’ commitment.
“We are excited to welcome Carlsberg to the Canadian soccer family,” said Mark Noonan, CEO of Canadian Soccer Business and Commissioner of the CPL. “Carlsberg has a longstanding history as a strong supporter of the game internationally, and we look forward to working together to promote Canadian soccer on and off of the field.”
Reflecting the diversity of its customers and consumers in Canada, Carlsberg is committed to building opportunities for diversity and inclusion through its partnership with Canada Soccer and the CPL.
“Carlsberg has a long association with soccer around the world and we are delighted to join Canada Soccer at this exciting time for the sport in this country, with the Men’s and Women’s National Teams and the growing Canadian Premier League,” said Anders Rud Jorgensen, Managing Director of Carlsberg Canada Inc.
The partnership will amplify great soccer stories through a ‘Carlsberg Cam’ which will put the spotlight on devoted supporters during select CPL games and at Canadian Men’s and Women’s National Team home matches.
“On behalf of Canada Soccer and all of our fans nationwide, we would like to thank and welcome Carlsberg to
our soccer family,” said Earl Cochrane, General Secretary, Canada Soccer. “We look forward to having
another internationally recognized football brand like Carlsberg be such an integral part of igniting the passion
of our fans from coast to coast.”
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