Carlsberg, official sponsor of UEFA EURO 2012™, is today hosting an international media event at their headquarters in Copenhagen to mark the fact that there are exactly 100 days to go to the start of the tournament.
In addition to providing further details about Carlsberg's various campaigns for UEFA EURO 2012™, such as its Fan Challenge which is currently running on its Facebook page (www.facebook.com/carlsberg), a unique Carlsberg UEFA EURO 2012™ mobile application is also being officially launched: This app, available in multiple languages, offers fans exclusive football content in the run up and during the tournament. During the event Peter Schmeichel, the legendary Manchester United and Denmark goalkeeper, and Carlsberg's recently appointed global ambassador, is also discussing his experiences as a footballer and expressing his views on the approaching tournament.
In the countdown to the tournament, Khalil Younes, Senior Vice President Marketing and Innovation, talks about Carlsberg’s involvement and some of the initiatives that the brand is planning for the fans:
"Today is an exciting day for Carlsberg. There is exactly 100 days to go before the next European Championships kicks off and I am proud to say that we are, once again, stepping up and doing our outmost to engage and support the many football fans who will enjoy the coming tournament this summer. This year's campaign sees us moving heavily into the digital world with our Fan Challenge, inviting fans to win tickets with one ultimate winner realising a dream of a lifetime and being given the opportunity to present the Carlsberg Man of the Match Award at the Final. Other exciting initiatives include our new concept for fun and affordable accommodation – the Carlsberg Fan Camps – which will be on offer in Poland and our new mobile app, launched today, which will offer football fans exclusive content in the run up and during the tournament."
Ambassador involved in selecting winners
Peter Schmeichel added:
“Over the years, Carlsberg has shown a significant commitment to fans and supporters and lovers of football and has an excellent track record in sponsoring the European Football Championships. I am already involved in a range of activities on their behalf, and through my role as a scout to judge the Carlsberg Fan Challenge. I am really looking forward to seeing who will step up and show me and the panel why they are the ultimate fan. Three lucky winners will join me in Warsaw during the tournament for a final set of challenges, with the ultimate winner going on to present the Carlsberg Man of the Match Award at the Final.
"Look out for some exclusive content from me on the Mobile App and the Carlsberg Facebook page and I hope to meet many of the fans in Poland and Ukraine in the summer.”
The new Carlsberg Fan Camps - offering fun and affordable accommodation
Above all, the brand is working to ensure that fans in Poland and Ukraine are able to access a cool, crisp Carlsberg. The planning for the Finals has been a four year process and it is now in the final stages. The key is to ensure enough beer is delivered on time to all venues, from the stadiums through to the Fan Parks.
Furthermore, at UEFA EURO 2012™ Carlsberg is offering a new initiative, the Carlsberg Fan Camps, in one of the host markets, Poland. These camps are build on previous experience around big festivals, and provide a fun, affordable environment where fans from all nations can come together, support their team, watch some football and enjoy a Carlsberg.
Carsten Buhl, Senior Project Manager, Sponsorships, has been involved in the last five European Championships and is central to the planning:
“It takes four years to plan for a tournament of this size, and the key is planning, planning, planning. This year offers a different challenge due to the large distances between the venues across Poland and Ukraine, but we have had great support from the local teams. This year we have also supported a new initiative, the Carlsberg Fan Camps, which, in addition to the Fan Parks, will offer affordable accommodation, Carlsberg VIP bars and a great atmosphere to enjoy the tournament. We are sure they will prove a great success with the fans."
"We are all looking forward to a tournament where we hope all the fans will enjoy a Carlsberg and enjoy drinking responsibly.”
The Carlsberg UEFA 2012™ mobile app – a 'must have' for the tournament
The Carlsberg UEFA EURO 2012™ app is officially launched in partnership with Motain, a leader in sports publishing and publisher of the leading European football app. The app will be one of the most sought after of the summer and will offer exclusive football content. Available in multiple languages, it will include a match ticker, exclusive editorial and video content, a bar finder and the opportunity to vote live for the Carlsberg Man of the Match Award during all UEFA EURO 2012™ matches.
The Carlsberg UEFA EURO 2012™ app can be downloaded from i-tunes and Android stores under UEFA EURO 2012™ app by Carlsberg.
To find out more Carlsberg’s activities and heritage in football, please go to www.carlsberg.com or to take part in Carlsberg’s Fan Challenge visit www.facebook.com/Carlsberg.
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Contacts:
Media Relations: Ben Morton, +45 3327 1417, +45 2278 1417, ben.morton@carlsberg.com
Brand PR Manager: Vita Clausen, +45 3327 1562, +45 2211 1562, vita.clausen@carlsberg.com
For photos, videos and more information go to:
www.carlsberggroup.com/media/PressKits/EURO2012
Notes to Editors
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the eight biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 115 million hectolitres of beer, which is about 34 billion bottles of beer.
Carlsberg’s long-standing involvement with football
Carlsberg is one of the longest standing sponsors of the European Football Championships having first started in 1988, and is Official Partner to UEFA EURO 2012™.
The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland and Serbia.
In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a long running association with Liverpool FC, a recently announced deal with Arsenal plus Tottenham Hotspur (England), FC Copenhagen, OB-Odense (Denmark), Hamburger SV, Hertha Berlin, FC St. Pauli (Germany), FC Porto (Portugal) and many more.
Carlsberg Fan Challenge
From now until mid-May 2012, supporters can visit www.facebook.com/Carlsberg, “Like” the page and undertake a series of set challenges and tasks to prove their desire to get to the tournament. Every successfully completed task will be rewarded with a virtual Carlsberg Fan Challenge trophy. The more trophies fans earn the more chances they will have to win tickets in the monthly competitions.
Then, as the tournament gets closer, those with the most trophies will battle it out to win the chance to present the Carlsberg Man of the Match Award at the UEFA EURO 2012™ Final. The challenges require a mix of football knowledge and passion for the UEFA EURO™ tournament.
Carlsberg UEFA EURO 2012™ app
The Carlsberg UEFA EURO 2012™ app is a free application bringing the fans:
- Daily international news about UEFA EURO 2012™ before and during the tournament
- Live game commentary on friendlies and EURO matches including full-screen and filter modes
- Live group tables and match/EURO statistics, as well as team and player profiles
- A video section including road to the EURO videos, players to watch, venue guides, press conferences during the competition
- An option to take in the Carlsberg Fan challenge, vote for the Carlsberg Man of the Match Award and use the bar finder to help find a place near by to watch the games
Carlsberg Fan Camps
The Carlsberg Fan Camps are Four modern cities with accommodation zones for Polish and international guests. They offer football excitement, clubbing fun, comfort and entertainment amongst international fans. The five camps are based in Gdansk, Warsaw, Poznan, Krakov, and Wroclaw. For more information please go to http://www.carlsbergfancamp.pl/
