The official beer of UEFA Euro 2008 will be investing S$4 million (US$2.9 million) on the ‘Road to Euro 2008’ campaign that includes TV, online, mobile, promotions and a reality TV series giving fans the opportunity to go to the finals.
Carlsberg will be official presenter of StarHub’s broadcast of the tournament, which includes live matches and pre-game analysis.
The focal point of the campaign is the Carlsberg Man of the Match Challenge, a TV series where contestants are quizzed on their football knowledge. The winner will present the man of the match trophy in Berne.
The campaign, devised by 3-Sixty Brand Communications with media by Carat, will run alongside Carlsberg’s on-ground work at the tournament itself in Austria and Switzerland. Ads will run on perimeter boards at all 31 matches, while promotional activity will drive beer consumptions outside stadia.
The brewer expects to serve seven million cups of beer during the 23-day tournament, and see a seven per cent increase in global sales compared to full-year 2007 sales.
In Singapore, the brand hopes to build on its 25 per cent share of the local beer market by volume.
Carlsberg has a long history of involvement with football, beginning in the 1970s when the brand become the first sponsor of Denmark’s national football team.
In the 1980s Carlsberg looked outside of its home country for marketing exposure, sponsoring the 1988 EUFA European Football Championships in Germany, then the 1990 FIFA World Cup in Italy.
The Danish beer brand endorsed English football for the first time in 1992 when it become kit sponsor for Liverpool FC. It became sponsor of the English national football team in 1995, an association it continues despite England’s failure to qualify for UEFA Euro 2008.
The tournament, which began on 7 June, is expected to generate 1.25 billion euros (US$1.9 billion) in revenue, a 45 per cent increase on the 2004 tournament in Portugal.
A cumulative audience of eight-10 million is expected to watch the competition on TV.
Brewer enters "beer wars"
SINGAPORE - Carlsberg has launched an early salvo in the beer wars set to surround the UEFA Euro football championsips with a campaign to support its sponsorship of the upcoming tournament.
