In an exclusive interview with The Drum, the Danish beer maker outlines the ambition for its new sponsorship deal.

The Carlsberg brand is a gem within it, with almost a two-hundred-year history. For decades, Carlsberg has been using its famous tagline, ‘Probably the best beer in the world’, for the brand globally.

Carlsberg has a reasonably strong namesake brand and a portfolio of superpremium brands that position it well for ongoing premiumization. It has strong positions in a cluster of generally small ...