Lager brand Carlsberg is the first name to be unveiled in the sponsorship line-up for the Euro 2004 soccer tournament, to be held in Portugal.

For an undisclosed payment, Carlsberg becomes the official beer of both the 2004 championship and the following competition in 2008, and gains access to pitch-side billboards at all matches.

The beer has been a sponsor of the European championships since 1988, and also has sponsorship deals with British clubs Liverpool and Hibernian.

“Football is an integral part of the Carlsberg brand,” declared Nils Anderson, chief executive of Carlsberg Breweries. “We are committed to the world’s favourite game and hope that this investment reiterates our continued support for football at all levels from the grass roots to the ultimate competition in Europe.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff