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Friday, 22 March 2002
Carlsberg first to back EURO 2004™


Carlsberg Breweries was today confirmed as the first official sponsor of EURO 2004™.
'Official Beer to EURO 2004™'
UEFA President Lennart Johansson announced at the Parken stadium in Copenhagen that the Danish brewer would become the "Official Beer to EURO 2004™ and 2008”, continuing a partnership dating back to the 1988 UEFA European Championship.

First official partner
At a press conference to announce the contract, Mr Johansson was joined by Nils Andersen, the CEO of Carlsberg Breweries, and Dr Gilberto Madail, president of the Portuguese Football Federation (FPF). Mr Johansson commented that he was delighted that Carlsberg had become the first official partner of both EURO 2004™and EURO 2008.

Ongoing commitment
The Partner Package represented a unique integration of event, broadcast sponsorship, commercial airtime and internet rights. The long-term deal reflected Carlsberg's ongoing commitment to UEFA and the European Championship. This contract represents the first major deal completed by UEFA's new in-house marketing team.

'Long heritage'
Mr Johansson said: "The European Championship is one of the biggest events in sport and we are pleased to have the support of a world recognised brand such as Carlsberg. Carlsberg has a long heritage as part of the game and their partnership with UEFA going back to 1988 has been to the benefit of the long-term future of European football."
'Committed to world's favourite game'
"Football is an integral part of the Carlsberg brand," said Mr Andersen. "We are committed to the world's favourite game and hope this investment reiterates our continued support for football at all levels, from the grass roots to the ultimate competition in Europe."
'A colourful, exciting and successful championship'
Dr Madail said: "It gives me great pleasure to welcome Carlsberg as the first official partner of EURO 2004™ in Portugal. I'm sure Carlsberg are proud to be associated with what will be a colourful, exciting and successful championship in the summer of 2004."
Involved in football since 1978
Carlsberg's involvement in football began in 1978 and has included sponsorship deals for the EURO 96™ and EURO 2000™ tournaments. The Danish brewer is a sponsor of the UEFA Cup and UEFA Super Cup, as well as clubs in England, Denmark and the Republic of Ireland, most notably Liverpool FC and the Irish national team.

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