KUALA LUMPUR: Malaysian football fans especially supporters of Aston Villa and Queens Park Rangers (QPR) will be among the biggest beneficiaries of Carlsberg’s three-year deal as the official beer partner of the Barclays Premier League (BPL).
Malaysian-owned QPR and Villa (sponsored by Genting Group) will see a “spike” in Malaysian viewership because of Carlsberg’s pitchside advertising.
“We will be sending many more Malaysian fans to clubs like QPR and Aston Villa to watch the matches ‘live’ once we activate our consumer contests starting August,” said Carlsberg Malaysia managing director Soren Ravn, adding that the company’s perimeter advertising boards would be placed at half the total BPL stadiums.
The sponsorship will run for three seasons from 2013/14 until the end of the 2015/16 season.
Ravn said Carlsberg would be allowed to incorporate the BPL logo and player images on its packaging as well as point of sale material.
“It is fantastic to be associated with such an iconic football property as the Premier League. Malaysian consumers can now be assured of frequent all-expense paid trips to watch their favourite teams when we launch our consumer contests,” he said.
The Barclays Premier League is the most-viewed football competition in the world.
Across nine months of the year, 380 matches are viewed in 212 territories worldwide.
Coverage of the matches is available in approximately 720 million households with an estimated cumulative global audience of 4.7 billion.
“The deal will also enable us to have exclusive rights to BPL teams that will be visiting Malaysia in July for pre-season matches,” Ravn added.
He assured Malaysian fans that there would be more BPL viewing parties once the new season starts in August this year.
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