Villa has announced a new partnership with Carlsberg, one of the largest beer brands in the world and the official beer of the Barclays Premier League.
Carlsberg's association as Villa's official beer and cider supplier will run for three seasons from the beginning of the 2013-14 campaign, securing exclusive pouring rights for Carlsberg and Carlsberg UK's extensive beer and beverage portfolio at Villa Park.
The partnership will feature a strong brand presence for Carlsberg in all Club bars, suites and executive areas located around the stadium.
Carlsberg has further secured prominent branding on Villa Park's LED screens and media interview boards and access to hospitality and match tickets for promotional activity.
Paul Faulkner, chief executive of Villa, said: "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. We look forward to working closely with them in offering fans some exciting new promotions and joint initiatives and we welcome Carlsberg into our growing circle of Official Partners."
David Scott, director of brands & insight at Carlsberg UK, added: "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."
The partnership with Villa further strengthens the Carlsberg brand's involvement with football at all levels across the UK and Europe, from the professional game through to grassroots. Carlsberg have been proud sponsors of the European Championships since 1988 and are the official beer partners of the England national team. At grassroots levels they are also sponsors of the FA Carlsberg Trophy and official partner to the FA's referee programme.
Earlier this year Carlsberg announced a three-year partnership to become the official beer partner of the Barclays Premier League, starting with the upcoming 2013-14 season. This partnership offers a unique range of rights and opportunities for consumers to engage with the Carlsberg brand including official designations, imagery, matchday access and content for online and social media channels.