UEFA: Carlsberg (beer) returns as a sponsor of national team competitions, including Euro 2028

Danish brewer Carlsberg has become a sponsor of UEFA's men's and women's national team competitions until 2030, announced the European confederation on 20/03/2025.

The partnership covers UEFA Euro 2028, the UEFA Women's Euro 2029, the final phases of the UEFA Nations League 2025, 2027 and 2029, the UEFA Women's Nations League (2025-2030), the UEFA Men's European Qualifiers (2025-2029) and Women's (2028 and 2029), the UEFA European U21 Championship and the UEFA Futsal Euro 2026 and 2030.

Carlsberg will benefit from exclusive distribution rights as well as "prominent brand visibility across pitch side perimeter boards and media interview backdrops," according to UEFA.

The Copenhagen-based group was in partnership with UEFA between 1988 and 2016. The partnership began with Euro 1988 in the former West Germany. The German beer company Bitburger occupied this sponsorship category during Euro 2024 organised in Germany.