Carlsberg launches Euro 2016 campaign

14 Dec 2015

By: Sport Industry Group

Carlsberg has announced its marketing campaign for next summer’s tournament, which is to be fronted by Peter Schmeichel.

Carlsberg, the official beer of Euro 2016, has built a campaign around the beer’s ‘probably the best’ tagline and will deliver by creating ‘probably the best prize ever for a football tournament’ and a new digital platform for live consumer engagement.

Peter Schmeichel will be the global brand ambassador and take part in a series of events and supporter led activities in and around the final, with fans being given a chance to meet Schmeichel.

Fans will be able to vote for their official Carlsberg man of the match for each of the tournament’s games via social media and take part in a competition to have the opportunity to play on a UEFA Euro pitch.

Peter Schmeichel, global ambassador, Carlsberg said: “As I see it, it’s the most unpredictable Euro for many years. Even the usual heavyweights have had to fight hard for their spots in the tournament and the outcome is as unpredictable as in 1992. The final draw on Saturday will determine how tough the competition will be. Whatever the outcome, I have worked with Carlsberg’s marketing team for quite some time and Carlsberg not only has a fantastic track record but is determined to make this the best Euro ever for the fans.”

Richard Whitty, senior marketing manager football, Carlsberg commented: “As with all our football partnerships, our ambition throughout UEFA Euro 2016 is to the make football better for the fans. We have a number of clever campaigns that will make fans feel more involved in the tournament such social voting, meeting the trophy and legends, plus actually getting fans onto the pitch where their heroes have played in the semi-final only the day before. There will be more to come as we get nearer to the tournament, but we’ll be doing everything with the usual Carlsberg wit, humour and football insight.”

Carlsberg will also run a number of awareness activities that encourage fans to enjoy its beers responsibly. Activities will take place within the fan zones in France and other markets.

Meanwhile, Carlsberg also celebrated Saturday's UEFA Euro 2016 draw with a marketing display on the perimeter boards at Bournemouth's match against Manchester United.

The activation, first appearing 25 minutes after the final groupings were announced, featured the copy 'Wayne to score a Bangor', following England’s draw against Wales. The messaging appeared over three 30 second spots during the second half.