Carlsberg UK has agreed a new three-year sponsorship of the South West Peninsula Football League ready for the 2016-17 season, having supported the league since its inception in 2007.

The agreement will take the brewer’s relationship with the present league and the majority of the 56 clubs across its three divisions to 19 years. The sponsorship will be activated on match days by the league and clubs through local press, broadcast and social media, plus trophy presentations.

Carlsberg is known for being the beer of football. Its sponsorship assets include Official Beer status of UEFA EURO 2016™, the England national team, founding partner of Wembley Stadium and pouring rights at around half of all Premier League football clubs.

In March this year Carlsberg agreed a three year extension to its 25 year-long partnership with Liverpool Football Club. The deal secures Carlsberg’s role as the club’s Official Beer until the end of the 2018/19 season and deepens the relationship with one of the most legendary football clubs in the world.

Rob Sandall, Free Trade Sales Director at Carlsberg UK, comments: “We’re grateful for everyone’s patience whilst we took time to review our football assets. Having concluded this work, I am excited to extend our sponsorship and look forward to working with the League, the clubs and all of their staff to make the 2016-17 season one to remember.”

Phil Hiscox, South West Peninsula Football League Secretary, added: “Clearly we are delighted that our longstanding partner Carlsberg has agreed to extend its sponsorship with us. It’s a testament to the league and all of the individual clubs that a global beer brand known for its love of football at all levels wants to support us, and we can now look ahead to preparing for the new season.”