page_title: Carlsberg Group
section_title: Sponsorships
hierarchical_section_title: Carlsberg Group / Advertising / Sponsorships
caption_attribution_description: English: Jørgen Buhl Rasmussen (left), CEO of Carlsberg Group and former goalkeeper Peter Schmeichel.
context_page_description: Carlsberg A/S is a Danish multinational brewer. Founded in 1847 by J. C. Jacobsen, the company's headquarters is located in Copenhagen, Denmark. Since Jacobsen's death in 1887, the majority owner of the company has been the Carlsberg Foundation. The company's flagship brand is Carlsberg. It also brews Tuborg, Kronenbourg, Somersby cider, Russia's best-selling beer Baltika, Belgian Grimbergen abbey beers, and more than 500 local beers.
  The company employs around 41,000 people, primarily located in Western Europe, Eastern Europe and Asia.
context_section_description: Sponsorships from Carlsberg comes in two forms, sharply separated: either from the Carlsberg Brewery as part of their commercial campaigns, or as significant contributions to arts and sciences via the Carlsberg Foundation (who owns the brewery).
  Carlsberg Brewery was one of the major sponsors of Euro 2008, Euro 2012 and also UEFA Euro 2016 (where their adboards were changed to read their abridged tagline, "Probably", due to France's laws against alcohol advertising). Carlsberg was one of the major sponsors of the 2004 European Football Championship and use the promotional slogan "probably the best lager in the world"; they were also a sponsor of the 1990 FIFA World Cup. Carlsberg are best known in the UK as the main and shirt sponsors of Liverpool F.C. having sponsored the club from 1992 continuing through to 2016. With Liverpool being the only UK city exhibiting at the World Expo in Shanghai – its twin city, the Carlsberg logo on the Liverpool F.C jersey was written in Chinese for the league match against Chelsea F.C on 2 May 2010.
  Carlsberg also sponsor F.C. Copenhagen, Havant and Waterlooville, Odense Boldklub, Pirin Blagoevgrad and are also the secondary sponsor (after Eircom) of the Republic of Ireland national football team and Tottenham Hotspur F.C.. Carlsberg also sponsors other sport events, such as golf and skiing. On 13 July 2011 Carlsberg signed a sponsorship contract with Hajduk Split and contributed 40,000 Euros to the team to help avert a financial crisis in 2013. 
  As of August 2011 Carlsberg also became Arsenal F.C's official beer sponsor for three years. Carlsberg has also sponsored the Hong Kong Rugby Sevens in 2015. Carlsberg was also the sponsor of the Indian Premier League (IPL) franchise Kings XI Punjab in season 4 of the league, with its logo appearing on the caps and helmets of the team.
  Goalkeeper Peter Schmeichel is the first ever World Wide ambassador for Carlsberg. He will be the face of Carlsberg’s ambitious UEFA Euro 2016 sponsorship campaign.
  The Institute of Theoretical Physics (also known as the "Niels Bohr Institute") in Copenhagen, which was one of the leading international centers for theoretical physics during the 1920s and 1930s and is said to be the birthplace of quantum mechanics, was created in 1921 with significant funding from the Carlsberg Foundation. Other projects funded by the Carlsberg Foundation include: Dating the Greenland Ice Core, Uncovering the Iron-Age in Northern Europe, 
  Discovering the Secrets of Molecular Diversity, and Creating Dictionaries on the Web.
caption: Carlsberg CEO Jørgen Buhl Rasmussen  (left) and brand ambassador Peter Schmeichel (right)
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