What are the terms of the contract between Carlsberg and UEFA for the UEFA EURO 2008™?

 

The Carlsberg Group is 1 of 6 EUROTOP partners, enjoying

·          four years of worldwide advertising rights for all national team competition,

·          which encompass seven final rounds until 2009,

·          including UEFA EURO 2008™,

·          the UEFA European Under-21 and

·          Women’s Championship and

·          the UEFA European Futsal Championship.

 

The most comprehensive rights are for UEFA EURO 2008™, where they include

·          Carlsberg being the “Official Beer to UEFA EURO 2008™”

·          traditional forms of marketing such as perimeter advertising across 31 matches,

·          event promotion,

·          ticket quotas for all matches and

·          exclusive rights for the “Carlsberg Man of the Match” and “Carlsberg Goal of the Day” nominations.

 

The EUROTOP programme also offers sponsorship of live TV broadcasts, Internet coverage and the “Match Partner” programme.

How much does Carlsberg pay UEFA for the EURO 2008™ sponsorship – and what is Carlsberg’s total investment in these activities?

 

We are not at liberty to disclose the financial details of this agreement, but this sponsorship obviously represents a significant brand investment in supporting the UEFA EURO 2008™ through to the event in the 2 host countries and beyond. Carlsberg’s contract with UEFA also includes 3 other major events like the UEFA under 21 European Championship.

At the UEFA EURO 2004 in Portugal, UEFA’s revenue from commercial rights, including all sponsorships, accounted for 21% of the total turnover of EUR 839.7m – that is EUR 178.6m – so sponsorships are a necessary component of a EURO tournament.

What rights does Carlsberg obtain from UEFA in connection with the sponsorship?

 

The rights for UEFA EURO 2008™ include:

·          Carlsberg being the “Official Beer to UEFA EURO 2008™”

·          traditional forms of marketing such as perimeter advertising across 31 matches,

·          event promotion,

·          ticket quotas for all matches and

·          exclusive rights for the Carlsberg Man of the Match nomination and Goal of the day.

Was UEFA EURO 2004™ a success for Carlsberg’s brand?

UEFA EURO 2004™ was considered the most successful brand activity on a global basis, resulting in a major increase in sales over the period.

We utilized the sponsorship commercially in more Carlsberg markets than ever. Carlsberg brand awareness increased significantly with a total of 200 countries delivering exposure to a cumulative audience of more than 7 billion through broadcast and media coverage.