ASTANA - The Kazakhstan Football Federation (KFF) and Carlsberg Central Asia have signed a long-term cooperation agreement aimed at developing football and supporting sports initiatives in the country, Tengrinews.kz reports.
The parties intend to implement joint marketing, communications, and sponsorship projects, as well as support events under the auspices of the national federation. Particular attention will be paid to promoting football and expanding fan engagement.
The KFF noted that the partnership will expand opportunities for launching new projects and developing football culture. Carlsberg Central Asia emphasized that support for football is part of the company's international strategy and continues its long-standing collaboration with the sports industry.
The cooperation program also includes digital and public campaigns aimed at increasing interest in football among young people and strengthening the connection between national teams and their audiences. According to project participants, combining the resources of businesses and sports organizations could facilitate more active promotion of football and increase fan participation in the country's sporting life.
The Carlsberg Group has supported football projects internationally since the late 1980s and views the partnership in Kazakhstan as part of its long-term strategy for engaging with sports.
CentralasianLIGHT.org
June 21, 2026