While FIFA may disagree going by their most recent FIFPro team of the year football fans should certainly get used to seeing the titular words as for the next three seasons at least Danish brand Carlsberg will be the ‘Official Beer Partner’ of the Premier League.
In the past Carling have also held the role while Budweiser were the official alcoholic beverage company up until 2010; when that association ended so did the idea of an ‘official beer’ as since then it has been a redundant role.
Now with Carlsberg involved it is a welcome return to the scene from a company that has a long and illustrious link with professional football. Outside of their connection with FC Copenhagen and the Danish national side at home they were also the long-term sponsors of Liverpool FC throughout the 90’s and into the turn of the millennium before a massive sponsorship deal with Standard Chartered ended the 17 year association with Carlsberg in 2009.
As well as being a brilliant commercial move it was also seen as a savvy move as sponsorship from beer companies came under increasing scrutiny over the obvious drink responsibly connotations and the idea of professional footballers running around a football pitch at the height of physical condition; with a giant alcohol billboard attached to their chest (because footballers never drink and fans definitely do not drink at games).
Leaving behind all ideas of political correctness and so on it is surely good to see the company back involved in the English game unless you are not a fan of Carlsberg; in which case you may have to turn to the lemonade on match-days.
As long as they don’t consider bringing any Special Brew into the stadiums, which would only end in disaster, it should be a prosperous adventure as long as football fans continue to drink responsibly; which for the most part has been a genuinely improved factor in Premier League football viewing over the past ten years (mainly because the prices are extortionate but still).
Carlsberg usually produce great advertising campaigns and that should be something else for fans to look forward too. As this fantastic commercial including some of the legends of the English game proves; Probably the best pub team in the world including the late greats Sir Bobby Robson and Alan Ball.
While the Probably slogan was dropped in 2011 for a new slogan 'That calls for a Carlsberg' here is hoping they bring back its most famous catchphrase on the back of this most recent venture.
Here is probably the best pub team in the world...