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English Premier League club Aston Villa has announced a new three-year partnership with Danish beer brand Carlsberg.

English Premier League club Aston Villa has announced a new three-year partnership with Danish beer brand Carlsberg.

Carlsberg will be the official beer and cider supplier to Aston Villa for the next three seasons at its Villa Park stadium, commencing from the forthcoming 2013-14 campaign. The deal includes a strong branding presence at Villa Park, from pitch-side LED screens and media interview boards to club bars, suites and executive areas. Carlsberg will also benefit from access to hospitality and match tickets for promotional activities.

Carlsberg has an established presence in UK football and earlier this year announced a three-year partnership to become the official beer of the Premier League from the 2013-14 season. It is the official beer partner of the England national team and at grassroots level it sponsors the Football Association’s Carlsberg Trophy and the FA’s referee programme. David Scott, director of brands and insight at Carlsberg UK, said: “Carlsberg is proud to be the official beer partner of Aston Villa, a club with a strong tradition and rich heritage like our own brand and company. Through the partnership, we will connect with Aston Villa and wider Premier League supporters at Villa Park and further cement our position as the beer brand of football.”

Paul Faulkner, chief executive of Aston Villa, added: “We’re delighted to announce our new partnership with Carlsberg, a global brand with a long and successful association within football. With the ever-increasing international reach of the Barclays Premier League, Carlsberg are perfect partners to help us engage with our fan base both domestically and worldwide.”