EURO2008 will be Carlsberg’s sixth successive European Championship, and it’s going to be the best yet!
It has certainly been the major focus for a global marketing team for the last two years. They’ve drawn up plans for sales, marketing and hospitality activities that will involve Carlsberg companies from more than 60 countries.
Raising our game
“EURO2004 beat even the Olympic Games to be the most watched sporting event of the year, with 273 million people in Europe alone seeing the final live,” says project leader Carsten Buhl. “It was also a great success for Carlsberg, resulting in a sales increase of 25% over 2003.
“2008 promises to be even bigger – so we’re looking to raise our game!”
Exclusive opportunities
As official partner and official beer of UEFA EURO2008™, Carlsberg gets many opportunities for advertising and hospitality, as well as exclusive rights to sell beer at the stadiums and official Fan Parks.
“Fan Parks really took off during the 2006 World Cup when they attracted 17 million spectators,” says Carsten. “We could get up to 100,000 people per day per park, so we need to make the most of this opportunity.
“We’ll also be expanding our Man of the Match competition, which proved so popular in 2004.”
But the team also has lots of new ideas to make 2008 probably the best football tournament ever – just watch this space!