Carlsberg Partners with Common Goal for UEFA Under-21 Championship 2025

Carlsberg Group, a leading global brewer, has announced a significant partnership with Common Goal, a collective dedicated to leveraging football for social good, for the upcoming 2025 UEFA European Under-21 Championship. This collaboration underscores Carlsberg's commitment to enhancing accessibility and fostering a better future through football, aligning with its mission to create positive societal impacts.

Founded in 2002, Common Goal is recognized as the world’s largest football-for-good initiative, connecting the financial and cultural influence of the football industry with local organizations across over 100 countries. With more than 200 community organizations in its network, Common Goal operates under the belief that football can be a powerful catalyst for change. This partnership is a strategic move for Carlsberg, which serves as the Official Beer of UEFA Men’s National Team Football.

Louise Bach, Global Sponsorship Director at Carlsberg, expressed her enthusiasm for the collaboration, stating, "With a huge thanks to UEFA, we’re proud to be partnering with Common Goal for this tournament, a time where the world comes together to celebrate the power of football. The collaboration is focused on this moment, but it’s grounded in a belief we both hold, that the beautiful game can be an absolute force for positive change." Bach emphasized the potential for this partnership to ignite meaningful initiatives during the championship.

The tournament, set to commence in June 2025, will serve as a platform for Carlsberg to provide substantial resources to Common Goal, amplifying its initiatives through various promotional channels, including perimeter boards and interview backdrops. This visibility aims to elevate awareness about the social and environmental issues addressed by Common Goal.

Jürgen Griesbeck, President and Founder of Common Goal, stated, "The collaboration with Carlsberg reflects the growing role brands can play in accelerating purpose-driven action across football. By joining forces on a shared platform like the UEFA European Under-21 Championship, we’re not only raising awareness of vital social and environmental issues — we’re also demonstrating what’s possible when global partners contribute to a collective movement for change."

The partnership is not merely a sponsorship; it embodies a commitment to social responsibility through the medium of football, showcasing how commercial entities can engage in meaningful activism. As both organizations work towards a shared vision, they anticipate that the tournament will not only highlight their collaborative efforts but also inspire future initiatives aimed at driving social change.

The impact of this partnership could extend beyond the tournament itself, potentially paving the way for further collaborations focused on sustainability and social equity in sports. Carlsberg and Common Goal aim to leverage the visibility and influence of the championship to promote their shared values and inspire a movement towards a more inclusive and socially responsible football landscape.

As the tournament approaches, stakeholders from both organizations are exploring additional opportunities to sustain the momentum generated through this partnership. The long-term implications of their collaboration could set a precedent for how sports sponsorship can align with broader social initiatives, potentially encouraging other brands to follow suit and integrate purpose-driven actions into their marketing strategies.

In conclusion, the partnership between Carlsberg and Common Goal represents a significant step towards utilizing the global appeal of football to address pressing social and environmental challenges. By harnessing the collective influence of the football community, both organizations are poised to make a lasting impact, demonstrating that sport can indeed be a force for good.