Carlsberg A/S 100 Ny Carlsberg Vej Tel +45 3327 3300
1760 Copenhagen V Fax +45 3327 4701
Denmark carlsberg@carlsberg.com
CVR.nr. 61056416
Press release 7/2010
21 May 2010
Page 1 of 4
24 years of EURO sponsorship
Carlsberg Group today announces the sponsorship of UEFA EURO
2012TM. It is the first UEFA EURO ever to be hosted in Eastern
Europe. The UEFA European Championship is considered the most
successful marketing activity for the Carlsberg brand. Not only in
terms of brand awareness and growth, but also the UEFA EURO
sponsorships creates a great sense of community between employees
and fans across local markets and national borders.
Carlsberg has sponsored one of the world's largest football events, UEFA EURO,
for almost a quarter of a century and the 2012 tournament will be the seventh
consecutive tournament with Carlsberg as the official partner. And to UEFA the
longstanding relations with Carlsberg is of great value.
“The UEFA European Championship has benefitted from the long standing
partnership with Carlsberg for more than two decades, and we are proud to extend
this relationship with such a recognised and dedicated brand as Carlsberg,” says
David Taylor, Chief Executive of UEFA Events SA, and continues: “The imagery
behind the UEFA EURO 2012™ logo represents a plant that grows and grows - the
same goes for the relationship between Carlsberg and UEFA EURO”.
Jørgen Buhl Rasmussen, CEO of Carlsberg Group emphasises the dedication of the
Carlsberg brand to premium football.
”With EURO 2012 we cement our many years of loyalty to and enthusiasm for
premium European football. EURO 2012 is not only a milestone for Carlsberg,
being an official sponsor for almost a quarter of a century, but excitingly it
is also the first ever UEFA EURO to be hosted in Eastern Europe.”
To underscore the uniqueness of the first UEFA EURO ever to be hosted in Eastern
Europe, UEFA has launched the slogan ‘creating history together'.
“The interest and tradition for football in Poland and Ukraine, with a total of
over 80 million inhabitants, is enormous and therefore we are thrilled to be
part of this exciting tournament,” says Jørgen Buhl Rasmussen. “We are creating
history together with UEFA and all our employees in Poland and Ukraine.”
www.carlsberggroup.com
Press release 7/2010
21 May 2010
Page 2 of 4
Focus on fans
Carlsberg became a sponsor for the UEFA European Championship back in 1988, and
since 1992 Keld Strudahl, International Marketing Director and head of Carlsberg
Breweries' sponsorship activities, has been responsible for maximising the
potential benefit of the UEFA EURO. To him concepts that support and underscore
a positive fan culture and creates potential for unique fan experiences are
central.
Keld Strudahl explains: “Carlsberg is among the most committed football
supportive brands in the world. We continuously strive to provide engaging and
broad activities and events for the millions of dedicated EURO fans, and the
EURO 2012 will be no exception. The UEFA EURO 2008 was Carlsberg's best
tournament ever. The Carlsberg sponsored Fan zones and Fan parks, for public
viewing in Austria and Switzerland, were a great success with more than 5
million visitors, superb atmosphere and true football spirit.”
Carlsberg and UEFA are currently developing plans for fan activation up to and
during EURO 2012. However Carlsberg has already obtained all rights to the very
popular concept ‘ Man of the match'.
Successful brand strategy
“The UEFA European Championship is considered the most successful marketing
activity for the Carlsberg brand on a global basis, and Carlsberg's EURO
sponsorships have resulted in significant growth in every UEFA EURO host market
since 1992. Further, the sponsorships give all Carlsberg employees a great sense
of community across national borders,” Keld Strudahl explains.
The UEFA EURO 2008TM games were attended by 1.1 million spectators, and it is
expected that there will be 1.4 million for the tournament in Poland and
Ukraine. Several billion TV viewers from more than 200 territories are expected
to watch the matches.
EURO 2012 is also a unique opportunity to brand Carlsberg in the relatively new
markets of Poland and Ukraine.
“The tournament in 2012 will not only benefit our Eastern European markets where
high brand awareness for Carlsberg will be created, but we will make the coming
UEFA EURO a joyful and truly international event for all the fans in Ukraine,
Poland and around the world. We will be implementing global campaigns which will
reach out to all fans and we will welcome all fans to the Fan zones and Fan
parks in the eight host cities,” ends Keld Strudahl.
Facts:
EURO 2012
The final tournament of the 14th UEFA EURO will be held in four stadia in Poland
and four stadia in Ukraine from 8 June to 1 July 2012.
For the first time ever the European Championship will be hosted in Eastern
Europe.
EURO 2012 will be the championship with the longest distances ever between the
stadia: Up to 2000 km from Gdansk in Poland (West) to Donetsk in Ukraine (East).
www.carlsberggroup.com
Press release 7/2010
21 May 2010
Page 3 of 4
1.4 million fans is expected at the stadia in Poland and Ukraine.
The 31 matches will be broadcast live in more than 200 territories around the
world.
CARLSBERG SPONSORSHIP
Carlsberg is an official sponsor for a record seven consecutive tournaments
since 1988, thereby being a committed sponsor during almost a quarter of a
century.
Carlsberg is official sponsor during EURO 2012 with beer and cider exclusivity.
The commercial rights cover, among others, sole and exclusive promotions
including Man of the Match, branding at stadia, exclusive pouring rights at all
stadia and in Fan parks, tickets and hospitality.
During EURO 2008 Carlsberg sold more than 1.500,000 litres of beer in Fan zones
in Austria and Switzerland, and more than 5 million fans visited the Carlsberg
sponsored public viewing areas in Austria and Switzerland.
Carlsberg Football sponsorships highlights:
National Team Sponsors:
Denmark
England
Ireland
Serbia-Montenegro
Switzerland
Tournament Sponsors:
UEFA European Football Championship 1988, 1992, 1996, 2000, 2004, 2008, 2012
UEFA Cup 1997-2009 UEFA Super Cup 1998-2008 The FA Cup (England) FIFA World
Cup (Italia '90) European Cup Winners Cup 1992, 1993, 1994, 1998 European
Champions Clubs Cup Finals 1992, 1994 The Champions League 1993, 1994
Carlsberg Cup - Portugal
Club Sponsors:
Liverpool FC (UK)
Tottenham Hotspur (UK)
Westham (UK)
Blackburn (UK)
Aston Villa (UK)
Hamburg SV (Germany)
Hertha Berlin (Germany)
FC Porto (Portugal)
Toronto FC (Canada)
FC Copenhagen (Denmark)
OB - Odense (Denmark)
www.carlsberggroup.com
Press release 7/2010
21 May 2010
Page 4 of 4
Vejle Boldklub (Denmark)
Esbjerg FB (Denmark)
FK Vojvodina (Serbia)
and many more…
Non-League Competitions (UK):
The FA Carlsberg Trophy …
Contacts:
Media Relations: Jens Bekke, +45 3327 1412
Sponsorship: Keld Strudahl, +45 3327 4555
The Carlsberg Group is one of the leading brewery groups in the world, with a
large portfolio of beer and other beverage brands. The flagship brand -
Carlsberg - is one of the best-known beer brands in the world and the Baltika,
Carlsberg, and Tuborg brands are among the six biggest brands in Europe.. More
than 43,000 people work for the Carlsberg Group, and its products are sold in
more than 150 markets. In 2009, the Carlsberg Group sold more than 135 million
hectolitres of beer, which is about 40 billion bottles of beer annually.
Find out more at www.carlsberggroup.com.
www.carlsberggroup.com
