Carlsberg is supporting the work of sports for good collective Common Goal at this year’s UEFA European Under-21 Championship.

Through the partnership the beer firm says it has “committed significant resources” to the collective and is providing it with “valuable visibility through perimeter boards and interview backdrops” through its role as a partner of the competition.

“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,” said Carlsberg global sponsorship director Louise Bach.

“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.

“There’s no better time for us to come together and show what’s possible when purpose leads the way. Even a single tournament can spark something meaningful and make a difference, and we’re already exploring ways we might build on this momentum in the future.”

Common Goal founder Jürgen Griesbeck added: “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.

“It’s a powerful step that aligns with our long-term vision, and we look forward to creating real and lasting impact in the future.”

Common Goal works to build partnerships involving football to tackle global inequalities. It works in more than 200 communities across more than 90 countries. Partners include Hyundai, PepsiCo and The Lego Foundation.

The UEFA European Under-21 Championship is being held in Slovakia. The semi-finals take place tonight (25 June), featuring England vs Netherlands and Germany vs France.

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