Football, Sponsoring | Carlsberg pours more millions into Wembley stadium

Carlsberg UK and Wembley Stadium have signed a new four-year sponsorship deal which sees Carlsberg maintain its relationship as one of the founding partners of England's national stadium.
The agreement means that Carlsberg renews its status as the 'Official Beer of Wembley Stadium' and grants them exclusive pouring rights along with access to tickets to all the major sporting and music events that are held at Wembley.
This new deal which takes effect immediately and runs through to 2014, further strengthens the link between Carlsberg and The FA - a relationship which has already lasted 14 years.Carlsberg has a separate multi-million dollar deal in place with the FA for sponsorship of the England team. The deal with Wembley is worth significantly less cash - founding partners are thought to pay around US$1.5 million per year.   [Via]