But there are also important business reasons why sponsorship plays an important part in Carlsberg's marketing activities.
Sponsorship is a great way to get people involved and engaged with the brand.
It helps create a brand character and associations that generate real passion and emotion from consumers – and from our companies across the world.
International and local
Carlsberg’s approach is a mixture of international and local sponsorship. Events such as the European Football Championships see Carlsberg companies in more than 60 countries working together on campaigns that cross borders and boundaries. Other events may be purely regional, reflecting the interests of the market or the character of the local brand.
You can’t always predict success, but when it all comes together – as when Denmark won the Carlsberg-sponsored EURO1992, or Liverpool came back from 0-3 down to take the 2005 European Cup – its value is absolutely priceless.
Part of the Game
Beer and football go together – and we’re doing all we can to make sure that the beer is Carlsberg!
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You’ll Never Walk Alone
Echoing the words of the club’s famous anthem, Liverpool FC and Carlsberg are enjoying the longest sponsorship agreement in the English Premiership. Read more...
The Best Beer for the Best After-Ski
The Alpine World Ski Championships in Åre this February were heralded as the greatest winter sports event ever held in Sweden – and Carlsberg made sure it had the best after-ski.
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The Fun Starts Here
Tuborg, the beer for young, fun and music-loving people, is becoming a big name on the music scene across Scandinavia and Eastern Europe.
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