Local Beer 

Switzerland and Austria have proud brewery traditions. Why can’t fans taste local beer at the UEFA EURO 2008™? 

The UEFA EURO 2008™ is an international event with extensive global TV and media coverage, and as such an integral part of Carlsberg’s global brand building activities.

Compared to Carlsberg Group’s significant investments in this event, it would not be economical to attempt to brand other beer brands alongside Carlsberg. This would significantly water down the effect of Carlsberg’s sponsorship investment.

Carlsberg has all the respect for local tradition and taste of beer, and markets itself many, many brilliant local and regional brands. However for this especial occasion we believe and hope that Carlsberg should be the fans’ preferred choice. Carlsberg has supported the game of football for more than two decades, and is investing significantly in the UEFA EURO 2008™.