March 29 the Royal Danish Embassy in Beijing hosted a signing ceremony between Carlsberg and the Chinese Football Super League. With the signature the two parties officially entered into a three-year partnership.
The signing ceremony was attended by the Embassy Chargé d’affairs, minister counsellor mr. Søren Jacobsen and minister counsellor ms. Marie Louise Flach de Neergaard. VIP guests from Carlsberg also attended, including the CEO Carlsberg China, mr. Stephen Maher, and the Vice President for commercial affairs in Carlsberg China, ms. Helle M. Petersen.
IMG Worldwide, an international conglomerate, signed a 10-year deal last year to manage the Chinese Football Super League through its Chinese joint-venture firm CCTV-IMG. Mr. Adam Zhu, chairman of CCTV-IMG, also attended the signing ceremony, as well as Secretary General He Yong from the beer division of China Alcoholic Drinks Association.
The minister counsellor mr. Søren Jacobsen, held a speech during the signing ceremony, in which he emphasised the cooperation between China and Denmark politically, economically and culturally.
“The new cooperation between Carlsberg and China Football Super League shows how history, culture and trade connects and creates what I believe we can call a long, good and strong friendship between China and Denmark,” said Søren Jacobsen, who also mentioned the celebration of Carlsberg’s more than 150 years of presence in China, which was held during the Danish Prime Minister’s visit to China in 2012.