FCK and Carlsberg strike new agreement to enhance Parken experience

F.C. Copenhagen and Carlsberg have once again extended the partnership between the two entities, and entered into a new five-year agreement that cements Carlsberg's place as one of F.C. Copenhagen's biggest partners.
 
Among other things, the new agreement ensures Parken’s guests a greater selection of drinks, new innovative vendor formats and a transformation of the C Stand.
 
The new agreement is based on a common desire to improve the total experience in Parken and the improvements will start immediately.
 
"Together with Carlsberg, we have great ambitions to develop and improve the experience in Parken, which is why we are now initiating major changes to the delight of our one million-plus guests. We are looking forward to rolling it all out, and there are some big new initiatives on the way, which we hope will please F.C. Copenhageners and guests in Parken," says commercial director of F.C. Copenhagen, Mikkel Grove Lindsted.
 
A significant investment is now being made into modernising and improving the infrastructure that provides the beer around Parken, so that in the future the club can offer an even better beer experience for guests.
 
At the same time, the selection of drinks will be much larger, and Carlsberg is also brewing a brand new and unique F.C. Copenhagen beer. When the calendar permits, Carlsberg's branding on the C Stand will also be transformed into F.C. Copenhagen's colours and the same also applies to several bars around the capital.
 
More initiatives in the new agreement will be revealed on an ongoing basis.
 
"It is a significant part of Carlsberg's Copenhagen origins to work closely with F.C. Copenhagen. Both parties have deep roots in what is probably the best city in the world, and to that extent we want to give something back to the people of Copenhagen through our collaboration with F.C. Copenhagen. We believe that we are doing that to a large extent with the new agreement," says Carlsberg Denmark's CEO, Peter Haahr Nielsen.
 
The partnership with Carlsberg is one of Danish football's strongest and most long-lasting, and is being extended for another five years until 2029.
 
"Carlsberg, F.C. Copenhagen and Parken have been together for decades, and we are proud that we will continue together. F.C. Copenhagen is stronger than ever before, and this is reflected in the scope, ambitions and initiatives in the new agreement. So even though we have been in partnership for a long time, there is much more to come,” adds Mikkel.
 
Brian Månsson, director of venue at F.C. Copenhagen, says: "We are raising the bar with the new agreement, and it gives us some great opportunities to improve the experience here. As a guest, you will experience an improvement in Parken in terms of quality, handling time and selection.”
 
The agreement comes into force from the summer of 2024, but implementation has already begun. The rollout of the many new initiatives will also involve F.C. Copenhagen's fans, who will have an influence on some of the decisions regarding the experience in Parken.
 
As part of the agreement, Carlsberg will also continue to be present on the sleeve of the players' shirts.