Carlsberg and Live Nation sign live brand experience deal

Date: 10/06/2010

A new four-year live brand experience deal has been signed between Carlsberg and Live Nation.

As part of the agreement, Tuborg will become the official beer of this year's Wireless event, which is also being sponsored by Barclaycard, Hard Rock Calling and Download festivals.

Tuborg will also be supplied to the Global Gathering and the Escape in the Park events.

Gareth Roberts, director of sponsorship and media relations at Carlsberg UK, said: "Tuborg is fast becoming the beer of music, and partnering up with Live Nation, the biggest music promoter in the world, is a natural fit for the brand."

Carlsberg is hoping to engage festival-goers with what it describes as more "fun and innovative experiences" – including using interactive games on-site at the festivals.

The firm has also been tailoring its outdoor advertising ahead of the World Cup, as it becomes the official beer of the England team.

The firm's World Cup-themed Team Talk campaign started last week.

Written by Jo Morgan ADNFCR-2060-ID-19830290-ADNFCR

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Carlsberg and Live Nation sign live brand experience deal

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