This will be Carlsberg’s eighth consecutive sponsorship of the UEFA European Football Championships and, following on from its recent decision to become a sponsor of the English Premier League, underlines its commitment to leveraging football, both at a national team and club level.
The global stature and scale of UEFA national team competitions allows Carlsberg to activate well beyond Europe.
Such is the attraction of European football in Asia, a region in which Carlsberg continues to grow its business significantly, that during the 2012 tournament, markets such as Malaysia, China, India and Hong Kong, were also very active, both in the run-up to the tournament and during the tournament itself.
Sponsorship of the UEFA European Football Championships provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg. UEFA EURO 2012™ was a very successful tournament for us, both in terms of increased sales and increased media exposure for the Carlsberg brand. It justified our investment and convinced us that we should continue with this investment.
Marketing Director of UEFA Events S.A. , Guy-Laurent Epstein added:
We are delighted that Carlsberg has chosen to extend it’s association with UEFA EURO that began back in 1988. Carlsberg have been a loyal and committed partner throughout this period and it is fantastic that our partnership continues. Carlsberg is one of the leading brands in football and the first partner to endorse UEFA’s new marketing platform which includes the UEFA European Championship and the European Qualifiers.