Carlsberg allots $3m for Euro push

The beer brand has organised two contests for local football fans, which will be promoted on television, print and radio. It is also introducing special edition packaging, consumer merchandise and corporate collaterals centred around the Euro theme. The Carlsberg Euro Best Fan competition aims to find Singapore's most innovative fan. Participants will have to do a Euro-relevant freestyle presentation, including singing, acting, stand-up comedy and a skills performance. The winner will receive an all-expenses-paid trip to Portugal to watch the finals. The lucky person will also get to nominate a MediaCorp artiste to accompany him or her. The other contest is the Carlsberg UEFA Euro 2004 'Man of the Match' challenge. This is a trivia quiz using short message service (SMS). The winner will present the award to the 'Man of the Match' after the Spain versus Greece match in Porto, Portugal, on June 16. Said Mervin Sim, managing director of Carlsberg Singapore: "Sponsorship of football enables Carlsberg to reach out to the masses and allows Carlsberg to communicate its brand spirit and vision. Through the sponsorship of the Euro 2004, known internationally as a highly prestigious world-class football event, Carlsberg hopes to reinforce its brand essence of 'Drink with a world of friends', as well as to strengthen its leadership position at the global level." As the broadcast presenter of UEFA Euro 2004, Carlsberg will be airing all live matches of the event to football fans in Singapore.