Carlsberg and FA agree new deal

The Carlsberg and FA deal goes back a number of years

The Football Association has agreed a further four year partnership deal with Carlsberg UK, sponsors of the England football team.

It sees the beer brand retain its role as the official beer of the England national team and The FA Cup.

The deal also extends to Wembley Stadium, where Carlsberg will continue as the exclusive poured beer.

The news comes on the day the British Medical Association (BMA) called for an end to alcohol sponsorship of sport.

By the end of the new four-year agreement, the FA's relationship with Carlsberg UK will have lasted 19 years.

Amateur benefit

The beer brand is already involved with the European Championships and several Premier League clubs, including as shirt sponsors of Liverpool.

The latest deal "clearly states our continued commitment to delivering unique and exclusive activity that supports the trade in challenging times," said Gareth Roberts, Carlsberg UK's director of sponsorship.

It is now also helping the FA in recruiting and retaining referees, which FA group commercial director Jonathan Hill said was "to the benefit of the amateur game in particular".

It comes on the day the BMA said that the alcohol industry had become a major sponsor of sports events - second only to the finance sector in terms of overall funding.

Its report said there was particular concern about the impact of marketing on young people, and it called for a ban on all alcohol advertising, including sports and music sponsorship.