Tickets 

The large sponsors take up a significant proportion of the tickets, thus preventing ordinary fans from attending the matches. Do you find this fair?

It is true that Carlsberg as a top sponsor has access to buy a limited number of tickets – around 1% of the available tickets spread evenly across all matches, so out of the total number of more than 1 million tickets Carlsberg’s share is insignificant and not preventing fans from buying tickets.

Add to this the fact that in accordance with our sponsorship philosophy of joining and supporting the excitement among fans – supporting best moments among friends – it is Carlsberg’s policy to give away at least 80% of the tickets that we have access to buy, to fans through various competitions and promotions.

Consequently, it is an insignificant amount of tickets that Carlsberg expect to use for VIP and business partner purposes.

What % of your tickets do Carlsberg estimate will be given away to consumers in promotions?

Carlsberg expects to give away close to 80% of the tickets we as a top sponsor have access to buy to consumers and fans in countries across the world. It is our local companies that design various competitions and quizzes for fans, as national legislations for such awards differ.

How many tickets will Carlsberg give away to fans in the host countries Switzerland and Austria?

This cannot be decided until early next year, when we know which teams have qualified and also know the result of the final draw in December. Then the various Carlsberg countries on an informed basis will be able to decide how many tickets they would like to buy for fan competitions, and Carlsberg’s sponsor team will be able to distribute the tickets in a fair manner.

However, it is certainly our expectation that our colleagues in the host countries Switzerland and Austria would want to lay hands on a fairly large proportion of the Carlsberg tickets, but we won’t know the actual distribution until early 2008.