Carlsberg Signs Fold7 for Four-Year UEFA Brief

May. 20, 2026

Global creative agency, Fold7, has been appointed by Carlsberg in a major contract focused on the iconic beer brand’s activity across every major competition as part of its UEFA deal for the next four years.

Fold7 will lead strategy and creative for Carlsberg as it looks ahead to the UEFA Nations League Finals in 2027. Other huge moments for brand activity include UEFA EURO 2028™ and UEFA Women’s EURO 2029.

Fold7 will activate Carlsberg’s multi-year partnership deal with UEFA to connect the beer brand with football fans globally. Their brief is to drive fame and relevance for Carlsberg in priority markets including China, India, Malaysia, Vietnam, UK and Germany, whilst showcasing its brand promise to help more people access more of the best of football.

The scope includes an overarching creative platform and full ecosystem of through-the-line content, as well as culturally native and community-led work, with an emphasis on earned media to drive fame around the world.

James Joice, Managing Director at Fold7, commented:

“The Carlsberg brand has seen 5 years of accelerated growth and we will ensure this continues. Hugely proud of the Fold7 team from strategy through to social and all our global players on the field for bringing home this win. The hard work starts now.”

 

Lynsey Woods, Global Brand Director at Carlsberg Group added: 

“Fold7 has been a trusted partner to Carlsberg for many years, so extending that relationship as we enter this next chapter with UEFA feels entirely right. Football is a core growth pillar for our brand and a major focus for us in the years ahead. Together with Fold7, our ambition is clear. To put Carlsberg back at the heart of football fan culture and deliver on our brand promise by giving fans access to the very best of the game, across the biggest moments and competitions in UEFA National Team football.”

 

As Carlsberg Group celebrates its return to UEFA National Team Football, this partnership also signals the return of Carlsberg Group to the topflight of European national team football, following its previous longstanding partnership with UEFA which lasted for more than two decades. The sponsorship deal includes UEFA Nations League Finals™, UEFA Women’s Nations League, Men’s & Women’s European Qualifiers, UEFA Futsal EURO, UEFA EURO 2028™ and UEFA Women’s EURO 2029.

Fold7 was appointed after a competitive five-way pitch also involving Uncommon, VML, Ogilvy, 72&Sunny.