MCFC- Carlsberg US Partnership

Friday, May 19, 2017


• Carlsberg will become the Official U.S. Beer Partner of Manchester City Football Club

• On Sunday, a viewing party in New York City will take place at City bar, The Mad Hatter, ahead of Manchester City’s last game of the season against Watford

Photo Credit: Manchester City

New York, NY – English Premier League side Manchester City Football Club has signed a one-year deal with St. Killian Importing, the exclusive Carlsberg Beer importer in the United States, to become the Club’s regional beer partner. Carlsberg will be working with Manchester City on their 2017 pre-season tour of the United States.

As Carlsberg’s U.S. representative, St. Killian will collaborate with Manchester City to provide innovative and engaging ways to connect with soccer fans in the U.S.

To kick-start the partnership, on Sunday, May 21, there will be a viewing party at 9:30am ET ahead of Manchester City’s last Premier League game of the season at The Mad Hatter, the popular City bar located in the heart of New York City.

In addition to hosting an exciting sweepstakes competition to win tickets to the Manchester derby taking place in Houston on July 20, Carlsberg will be running several activations to engage fans across City’s games in Houston, L.A and Nashville.

Commenting on the new partnership, Damian Willoughby, Senior VP of Partnerships for City Football Group, said:

“We’re delighted to be teaming up with an exciting regional partner like Carlsberg who share Manchester City’s passion for creativity and innovation."

“As we look to embark on our pre-season tour in the United States, we have a unique opportunity to connect with our local fans and create unforgettable memories.”



About Manchester City Football Club Manchester City FC is an English Premier League club whose roots began in East Manchester in 1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894 and has since then gone onto win the European Cup Winners’ Cup, four League Championship titles, including two Premier League titles, and five FA Cups. Manchester City FC is one of four teams comprising the City Football Group and counts New York City FC, Melbourne City FC and Yokohama F-Marinos among its sister clubs. Under manager Pep Guardiola, one of the most highly decorated managers in world football, the Club plays its domestic and UEFA Champions League home fixtures at the Etihad Stadium, a spectacular 55,000 seat arena that City have called home since 2003. Today, the Stadium sits on the wider Etihad Campus, which also encompasses the City Football Academy, a world-leading first team training and youth development facility located in the heart of East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football Academy is also where Manchester City Women’s Football Club and the Elite Development Squad train on a daily basis and play their competitive home games. For more information, please visit:

About Carlsberg Since 2011, St. Killian Importing has been the exclusive U.S. Importer of Carlsberg Beer. In that time they have dedicated themselves to making Carlsberg the premium import lager of choice in America. Engrained in the Carlsberg DNA is its affiliation with soccer. Whether through its longstanding sponsorship of the EURO tournament, its various partnerships within the Premier League or its local grassroots efforts to engage amateur soccer leagues and supporters clubs, Carlsberg has proven itself to be ‘Probably the best soccer beer in the U.S.’. Due to these ongoing efforts since 2011, Carlsberg, like soccer has enjoyed significant growth in the U.S. “Soccer is one of the fastest growing sports in America – we love the sport and we continue to look for new opportunities to engage U.S. soccer fans and to carry out our mission to make Carlsberg the preferred premium import lager of choice in America.” says Phil Clarke, General Manager of St. Killian Importing. As part of the sponsorship Carlsberg will be running a consumer sweepstakes, which will give fans the opportunity to experience the first ever Manchester Derby hosted in the United States on July 20th in Houston, TX. The sweepstakes will go live on June 1st – consumers should follow Carlsberg on Facebook to learn more.