The football spectators will not have to go far to find food and drink during the UEFA EURO 2008™. And Carlsberg will be available on every street and every corner.
This has been ensured by means of very precise analyses of how the millions of football spectators will move around the Swiss and Austrian cities where the games will be played. And Carlsberg will use these analyses to provide the required support to pub owners in the cities where the 31 matches will be played during the period 7-29 June.
For instance in Geneva, which will host three initial matches in Group A on 7, 11, and 15 June. These are the matches between Portugal and Turkey, the Czech Republic against Portugal and Turkey against the Czech Republic.
Traffic analyses
Feldschlösschen, Carlsberg’s brewery in Switzerland, has exploited every bit of its local knowledge. For instance, traffic analysts have plotted the exact movement patterns for the main part of the more than 100,000 football fans who will be in the city on the actual days of the matches and in the days up to the three matches. This covers fans who will be watching the match live on Stade de Geneve, as well as the many more fans, who choose to participate in the party at the Fan Park, where the match will be shown on big screens.
The main points of the analysis are the airport and the Geneva central station, the stadium and the official Fan Park, where as many as 40,000 fans will watch the game on big screens.
393 pubs, cafés and restaurants
”Most fans will move around the city for days, especially as part of the warming-up before the matches. In some areas, the hours and the days before the matches will be one big party and of course, we are going to be part of that", says Carsten Buhl, project manager, Carlsberg.
In Geneva, Feldschlösschen has identified exactly 393 pubs, cafés and restaurants, which can expect to be visited by football fans demanding Carlsberg products. 60 percent of these public houses already offer Carlsberg products to their guests, but the rest should also be given the possibility. And Carlsberg is working on that.
”The restaurant and pub keepers are showing great interest in becoming part of the hype surrounding the UEFA EURO 2008. To Carlsberg, our sponsorship is an excellent opportunity to get in contact with restaurant and pub keepers, who have not so far been our customers”, says Gérard Schaller, sales manager at Feldschlösschen.
Quenching people’s thirst
The UEFA EURO 2008 is not just football hype. It is also about meeting the basic physical needs of around five million football fans during the tournament. Being able e.g to quench people's thirst requires strong logistics and a lot of equipment.
291 tents
In the four host cities in Switzerland alone, the spectators will have lots of opportunities to quench their thirst. In addition to the permanent public houses, 291 tents will be pitched, from where football fans can buy drinks.
172 refrigerator vans
A total of 172 Swiss refrigerator vans with beer will make sure that none of the places selling beer will run out of supplies. They will be on the road day and night during the three weeks of the European football festival.
984 refrigeration systems
Football spectators should not be served lukewarm beer in the hopefully hot summer. Therefore, 984 refrigeration systems are available in the tents to ensure that the beer stays cold.
Hundreds of extra employees
Both in Austria and Switzerland several hundred full time employees are hired with the specific task to make the UEFA EURO 2008 a genuine success. In Austria Carlsberg expects to hire about 100 people and in Switzerland about 200 are hired extra to ensure the constant deliveries of crisp beer to the millions of fans.
In addition to the Carlsberg people many thousand are working part time or full time in other fields to ensure the success UEFA EURO 2008. E.g. in hotels and restaurants and transportation.