Carlsberg Sponsors U.K.'s Premier League

Carlsberg has agreed a three-year deal to become the official beer partner of the Barclays Premier League until the end of the 2015/16 season, reports SportsPro. According to an official press release, the partnership entitles the Danish company to a host of rights, including the ‘use of official designations; marks and imagery; match-day access and hospitality; and content for online and social media channels,’ from the start of the 2013/14 campaign. (Tribalfootball.com)