Tickets returned to the fans 

To Carlsberg, it is important that consumers benefit directly from the breweries' many football sponsorships. For instance, during the UEFA EURO 2008™, around 1 percent of a total of around 1 million tickets for the 31 matches will be available to Carlsberg as one of the major sponsors.

”Access to the tickets is important to us as sponsors. This makes it possible for us to return something to the many football fans among our customers. We want to provide tickets and experiences to those who support us in our everyday business", says Keld Strudahl, Sponsorship Director at Carlsberg.

The major part of the tickets available to Carlsberg is returned to the consumers in all the markets, where Carlsberg is present. This is achieved through various kinds of competitions arranged by Carlsberg in the individual countries, which the consumers can participate in and win tickets to one of the 31 matches at the UEFA EURO 2008 in Switzerland and Austria in June.

Activating true fans

To Carlsberg, it is important to activate the true fans among consumers. Typically, consumers must show commitment to and insight into to the football world to participate in and win a competition for tickets.

This way, it is more likely that the winners of tickets help create the enthusiasm that is important to football on a high level.

”In Carlsberg, we want people to relate to us with great fun between friends. We want to be “part of the game” together with fans and consumers. Therefore, in our competitions the winners are not only given tickets, they are also given the opportunity to invite some friends to the game. Football should be a party before, during and after the match and the party gets better if you are with friends", says Tobias Museaus, senior brand activation manager.

Entertainment outside the arena

Tobias Museaus adds: ”We see our payoff, ”Part of the Game”, in a deeper context. It is not just about watching a football match. For instance, already during the UEFA EURO 2004 in Portugal, there were more fans in the Fan Parks than at the stadiums. This development with music, entertainment, dance and beers outside the stadiums will continue. And we must be present in a very visible way at these events".

As part of its sponsorship, around 1 percent of the 1 million tickets for the games at the UEFA EURO 2008 are at Carlsberg’s disposal.

80 percent of these tickets are returned to fans in the various countries through competitions that everybody can participate in and win. This way, Carlsberg’s own fans will also be ”part of the game” – and Carlsberg will be “part of the fans”.