Carlsberg and Live Nation kicked off their multi-year partnership in the spring of 2013. 6 years later, the partnership has grown and evolved into a joint passion for providing music fans with unparalleled meaningful experiences at live events. Today, Carlsberg is Live Nation’s exclusive beer and cider partner across festivals and venues with access to 20 Festivals, over a million festival attendees, all 22 venues across the UK, 4 million+ venue attendees, and 14.8 million UK social followers.

2019 was a pivotal year for the Carlsberg brand, with the launch of the new and improved Danish Pilsner. The Live Nation partnership provided key moments to re-introduce the beer to live music fans including the infamous Carlsberg Danish Quarter activation, a new Brew Lab experience, special artist programming, bespoke digital media campaigns, and the return of the Carlsberg Cold Can initiative. Combined with the Carlsberg ‘Betterment’ brand platform, which communicates the company’s philosophy to always pursue better, the launch of the new Danish Pilsner set the tone for an exciting and successful 2019 festival season.

All brand activations and digital campaign included in the 2019 partnership were designed and delivered by Live Nation’s Brand Partnerships team.

Throughout the year, fans engage with Carlsberg at multiple touchpoints from ticket promotions and VIP music experiences promoted across 6 million packs, to a bespoke digital hub for Carlsberg Music content and the Carlsberg Cold Can festival pick up initiative.

In January 2020, Carlsberg x Live Nation won The World Advertising Research Centre’s Media Award for the Partnership and Sponsorship category. The category showcases how collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.


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