KFF and Carlsberg Central Asia Sign Cooperation Agreement
The agreement was signed by Bekzhan Safinov, Managing Director of the Kazakhstan Football Federation, and Ekaterina Potokina, Vice President of Marketing at Carlsberg Central Asia.
The agreement establishes a framework for long-term cooperation between the parties, bringing together their efforts to deliver joint marketing, communications and sponsorship initiatives, as well as supporting projects and events organised by the KFF and aimed at the further development of football in Kazakhstan.
As part of the partnership, a comprehensive programme of ATL, PR, digital and BTL activations is planned, with a focus on fan engagement, strengthening the connection between the football community and the national teams, and promoting the values of sport and healthy living.
“This agreement marks an important step in developing partnerships with major brands. By joining forces with one of the world's leading beverage producers, we will be able to launch new initiatives for supporters and make an additional contribution to the promotion of football in our country, which remains one of the KFF's strategic priorities,” said Bekzhan Safinov.
According to Carlsberg Central Asia Vice President of Marketing Ekaterina Potokina, the partnership with the Kazakhstan Football Federation is a natural continuation of Carlsberg Group's long-standing tradition of supporting football around the world.
“Football is a game that brings people together regardless of age, language or nationality. Supporting football has been an important part of Carlsberg's corporate culture for decades. We are delighted to partner with the Kazakhstan Football Federation and contribute to the development of football, create new opportunities for supporters and help strengthen the sporting culture of Kazakhstan,” Ekaterina Potokina said.
The partnership continues Carlsberg Group's long-standing commitment to football. The company's association with European football began in 1988 and has become one of the most successful examples of long-term cooperation between business and sport. Over the years, the brand has played an integral role in major football competitions and initiatives aimed at promoting the game worldwide.
The agreement reflects the shared commitment of both parties to building a mutually beneficial partnership that will help increase the popularity of football, engage new generations of supporters and strengthen Kazakhstan's sporting traditions.
