Carlsberg has hosted the Alpine World Ski Championships since 1999, building an image as the best beer for after-ski.
The 2007 Championships in Åre, Sweden, saw 350 athletes from 60 nations competing in 11 competitions. There were also around 1,500 journalists, with TV coverage across 90 countries.
As presenting sponsor, the Carlsberg name was everywhere – and especially at the after-ski events. “I believe that everyone who came to Åre enjoyed at least one bottle of Carlsberg. We secured almost 100% distribution in outlets throughout the championship zone,” says Keld Strudahl.
The sponsorship was also actively used by 14 countries, mainly in Scandinavia and Eastern Europe, to boost sales over what is usually a cold, quiet winter season.
“Our association with skiing creates awareness of the Carlsberg brand in an environment that reflects our international and premium values,” says Keld. “For many skiers having a good time at the after-ski is as important as the skiing itself, and beer has a natural place in this setting.”
