- a top scoring partnership for the fans
Carlsberg has been involved in football sponsorship since the 1970s and last year announced a commitment to the sport that brings together all the elements of its many years of experience.
'Part of the Game' is the name of the Carlsberg campaign that ties the fans, all levels of football and Carlsberg together.
"We obviously want to reinforce Carlsberg's image as an international, premium beer, but 'Part of the Game' demonstrates that Carlsberg understands the enjoyment, the mindset, the exhilaration, and the passion that is football from a fan's perspective," says Carlsberg's Marketing Manager Keld Strudahl.
Carlsberg and football is a natural partnership: two global brands with a mass appeal that bring pleasure to millions. The company is dedicated to supporting football at all levels, from local amateurs to international professionals.
Football history
On a professional level, Carlsberg's first contact with football was its sponsorship of Denmark's national team and the country's national league, from 1979 - 87. The company was the first commercial sponsor of football in Denmark and was instrumental in establishing the professional game in its home country.
By the late 1980s, Carlsberg began looking for other football opportunities both inside and outside Europe, matching the Carlsberg brand's continued expansion. This has led to a long, successful partnership with UEFA.
Carlsberg's impressive track record in international football sponsorship to date includes:
- FIFA World Cup (Italia '90)
- UEFA European Football Championship (1988, '92, '96 and the forthcoming EURO 2000)
- European Cup Winners Cup (1992, '93, '94, '98)
- European Champions Clubs Cup (1992, '94)
- Champions League (1993, '94)
- UEFA Cup (1998, '99)
- UEFA Super Cup (1998, '99) and Carlsberg Cup in Hong Kong.
In addition to the above tournaments, Carlsberg currently has a sponsorship agreement with Liverpool Football Club and Hibernian Football Club in the UK, one of its key markets, where it is also a sponsor of the FA Cup Final and Team England. In Denmark, Carlsberg is a sponsor of FC Copenhagen.
As a part of its grass roots support for the game, Carlsberg started the Pub Cup competition for local pub and bar teams in the UK in 1995. It is now also held in Denmark, Ireland and Sweden and will be extended into other key markets. The international final of the Pub Cup will be held at the Sparta Stadium in Rotterdam on June 24-25.
Over the years, Carlsberg has grown into one of the big players in international football sponsorship, in spite of intense competition, and it's here to stay. Carlsberg is committed to becoming 'Part of the Game', exploring new ways of giving its support to football and an ever-wider audience.
Carlsberg is the Official Beer of EURO2000. It will be available in bars, restaurants and hotels throughout the host countries.