The Football Association is delighted to announce that Carlsberg will be a pivotal member of the new FA Partners Programme which begins after this summer's World Cup. Carlsberg will cement its position as the number one beer brand in football, through the acquisition of one of the most prized sponsorship properties in sport. After weeks of speculation, the multi-million pound agreement unveiled today provides Carlsberg with exclusive ownership of one of the five key 'pillars' of The FA Partners scheme - 'Men's Football'. They join Nationwide, Umbro, and McDonald's as part of a select group of commercial sponsors.

The new four-year agreement, up to and including, the 2006 World Cup, provides Carlsberg with high profile sponsorship of the England Team and The FA Cup. In addition, the deal enhances Carlsberg's association at the grassroots of the game with title sponsor of The FA Trophy, FA Vase and Sunday Cup.

The new contract commences August 2002 and follows rapidly on the heels of 2004 and 2008. Both of these deals are seen as a major coup and represent an important strategic platform for Carlsberg's marketing activities over the next four years.

"The FA deal is an important part of the jigsaw as we develop our commercial plans for the Carlsberg brand", said Doug Clydesdale, Managing Director of Brands and Sales, Carlsberg-Tetley. "Football has been a key driver of Carlsberg's growth in the UK lager market and sales have virtually doubled since Euro '96. The next step for us is to build a cohesive programme around the Euro Championships, England and The FA Cup and deliver real excitement to customers and consumers. Carlsberg is the fastest growing standard lager and it is major deals like this that will sustain the momentum".

"Carlsberg is a prestigious global brand with a tremendous pedigree in the development of the game", said Adam Crozier, [then] Chief Executive of The Football Association. "Their long-term association with English football at National and Club level and involvement in several European Championships were important factors in arriving at our decision".

"I am delighted that they remain committed to investing in our vision for football and supporting every level of the nation's game from the grass roots to the pinnacle in the form of The FA Cup and our national team".

"Carlsberg's investment is a further considerable boost to the continued success of English football, said Sven Goran Eriksson, Head Coach of the England Football Team. "It is important that the future of the English game is safeguarded on all levels from the grassroots to the international teams and this support from Carlsberg will go a long way to making that happen".

The new format of The FA commercial programme will offer all partners ground breaking signage at all England and FA Cup matches, alongside a core rights package that includes sole and exclusive display rights; an opportunity to develop premium products; broadcast sponsorship packages; internet rights through official sites; and access to stadia for company days.

"These are exciting times for the business and follow on from the successful relaunch of the brand earlier this year", continued Clydesdale. "With the World Cup only weeks away, we are hoping to recreate some of the success the England sponsorship achieved at Euro 2000, where we saw a 300% increase in sales through take-home outlets."