The FA and Carlsberg UK plan another four years as partners – creating one of sport’s longest-running commercial relationships.

The FA and Carlsberg have agreed a new four-year sponsorship deal that will see the UK’s leading beer brand continue into 2014.

The new deal, which is effective from August 2010, when the existing contract expires, means that Carlsberg UK and The FA will be able to celebrate one of sport’s longest-running commercial relationships – 19 years.

The deal means that Carlsberg retains the position of ‘Official Beer’ of both the England team and The FA Cup and extends to Wembley Stadium, where the beer will continue as the exclusive partner.

Carlsberg has enjoyed continued success as the primary sponsor of Premiership football team Liverpool FC and since its inception in 1992; it has become the longest running partnership in the English Premiership. 

Gareth Roberts, Carlsberg’s Director of Sponsorship & Media Relations, said: “This is great news for Carlsberg UK, our customers, consumers and our employees. This clearly states our continued commitment to delivering unique and exclusive activity that supports the trade in challenging times.”

Commenting on the news, Jonathan Hill, The FA’s Group Commercial Director said: “as reflected by their innovative advertising campaigns, Carlsberg are arguably the most pro-active and creative of beer brands. It’s great that we will be able to continue to bring their energy to our top assets namely England, The FA Cup and Wembley Stadium.”

The FA announced yesterday (7 September) that Hill would be leaving the organisation on the 30 September after seven successful years to pursue new challenges.