All set for a season of thrills

Cheers: Fans enjoying a drink during Carlsberg's BPL consumer campaign in Cobra Club.

CARLSBERG has been named the official beer sponsor for the Barclays Premier League (BPL) for the next three years, and Carlsberg Malaysia will be celebrating the partnership in style throughout the season with an integrated consumer campaign that includes the ever-popular viewing parties.

The campaign was launched in style at the newly-refurbished Cobra Club in Petaling Jaya, which has been made-over to resemble a classic English pub, but not just any old pub! The makeover saw the clubhouse getting replicas of some of the iconic elements found in the VIP hospitality lounges of several top-flight BPL clubs.

Liverpool fans will be thrilled to learn that Carlsberg, which is a long-time sponsor of the Reds, has given the pub’s long bar a look reminiscent of the Carlsberg Lounge in Anfield.

The back wall of Cobra now also has a replica of the famous Liverpool Legends mural created by Japanese graffiti artist Dragon 76.

Arsenal fans will also be happy with the Arsenal wall, which showcases the history of the Gunners, another BPL club sponsored by the Danish brewer.

As the official beer of the BPL, Carlsberg has access to all 20 stadiums and this allows it to reward selected Malaysian fans with all-expenses-paid trips to BPL matches of their choice.

One way to win a trip is to participate in Carlsberg’s Price for Passion Facebook contest, which will challenge football fans to prove how much they want the once-in-a-lifetime football experience.

Aside from the trip, authentic BPL merchandise such as signed jerseys are also up for grabs. Visit to find out more.

“Carlsberg’s BPL campaign is bringing Malaysians a first-of-its-kind ultimate Premier League experience that is unlike any other. Being the official beer, Carlsberg has the rights, access and network to reward our consumers through our nine-month consumer and fan engagement campaign,” Carlsberg Malaysia managing director Henrik Andersen explained.

Andersen added that football and beer went hand-in-hand and Carlsberg had enjoyed a long and illustrious heritage in the sport.

“Together with our consumers, we celebrate our latest milestone as official beer of the BPL, in addition to our other international football sponsorships such as being the official beer for the UEFA EURO Championship, the official beer for Liverpool FC for 21 consecutive years as well as being the official beer of Arsenal FC and Team England,” he said.

Carlsberg will be organising football viewing parties at selected locations nationwide throughout the season. At these viewing parties, football fans will not only get to enjoy the clash of top clubs in high-definition but will also have the opportunity to win more BPL collectibles.

For more information on Carlsberg’s BPL viewing parties and other activities, visit

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