Top-flight German soccer side Hertha Berlin have announced a new one-year partnership with Carlsberg.
The global brewer will serve as the club’s official beer partner for the duration of the 2017/18 season, in a deal which will see the brand’s lager sold exclusively at 17 Bundesliga home games, in addition to all of the team’s Uefa Europa League home fixtures.
Carlsberg will also benefit from extensive brand exposure throughout Hertha’s Olympiastadion home ground, digital activations and the naming rights to the club’s recently launched ‘Carlsberg Fan Club’ VIP area.
The agreement sees Carlsberg return to partner the two-time German champions having previously sponsored them between 2007 and 2013.
Ingo Schiller, Hertha Berlin’s managing director, said “Carlsberg has long been associated with football and Hertha BSC. We are especially pleased that a long-standing and reliable partner has returned to Berlin and we can start with them in the new league season and plan for the future.”
“We are very pleased that we will once again be a partner of Hertha BSC,” added Sebastian Holtz, chief executive of Carlsberg Germany. “Top football has always been and is a perfect playing field for Carlsberg and so we are very proud to show the brand again in the German capital.”
Hertha Berlin finished sixth in the Bundesliga in 2016/17, securing qualification to the Uefa Europa League, European soccer’s second-tier club competition. They start the new campaign at home to Stuttgart on 19th August.